Tuesday, October 11, 2011
A NatGas Ad from Life Magazine – the Issue with Jane Fonda on the Cover…
What interests me is that you rarely see an organization like this tabbed as a consistent brand advertiser. Yet the AGA has stayed true to its product, promoting natural gas to this day as “Clean. Efficient. Safe. Energy.” The headline and visual of this ad is just one element of a very long-running advocacy and marketing program.
(It’s in good company, even though some other ads in the issue represent brands that are gone with the wind: American Motors,
TWA, Pan Am. There are plenty of stayers. In Life’s four-decade-old pages are advertisements for long-timers Chevrolet, Volvo, Gilbey’s Gin, Jarman Shoes and Kretschmer Wheat Germ among many others.)
The natural gas advertising program has worked well over the years, I think, building recognition and acceptance of natgas as a responsible fuel among consumers particularly. As part of the
API ad program, for example, a current energy efficiency ad is here.
These days though, industry ad emphasis has shifted to American job creation in a big way; and to lining natgas up with renewable energy. Tim Sullivan has tied natural gas to renewables and said on the Great Energy Challenge blog that “Natural gas and renewable energy are domestic energy resources in abundant supply throughout the
. They are a secure domestic supply of energy.” So there’s both “natural” and “energy security” in the mix right now. US