National Grid Enlists Polar Bear For Marketing Campaign

National Grid has enlisted Floe, a virtual polar bear, for its new marketing campaign. Floe, on National Grid’s Website, is meant to help visitors analyze and measure the environmental effects of routine daily activities like eating, drinking, driving and making home heating energy choices.

Polar bears were recently listed as endangered.

National Grid’s new branding strategy, “The power of action,” was launched on May 5, and includes a multi-media advertising campaign, created by National Grid’s agency-of-record, Mullen, that will run in National Grid’s U.S. service area. Other initiatives will be introduced over time.

Visitors can interact with Floe or, according to the company, “befriend another virtual polar bear.”

National Grid recently announced that it is increasing its target of reducing company-wide greenhouse gas emissions from 60 percent to 80 percent by 2050.