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What follows is the latest from our friends (and Eco Dream Team teammates) at groSolar. We're excited to hear how people respond to the ads. If you want to see a bunch of the ad images, click here.
Solar installation and distribution firm groSolar recently announced the launch of a new national advertising campaign that hits newspapers, radio stations, events and online marketing channels across the country this Spring.
The ‘Life - Powered by Solar’ ad campaign is groSolar’s largest in its 12 year history, and features images of real people in real life situations, and notably, includes no images of solar panels typically seen in solar advertising.
“Solar is no longer a fringe idea, yet solar ad campaigns almost always feature impersonal images of solar panels and other hardware, and fail to communicate the real value of clean energy choices,” said groSolar VP of Marketing Gaelan Brown. “We aim to change that with this campaign.”
“When your own roof provides power for your home, you increase its value, save money and protect the environment at the same time. We believe those values appeal to the vast majority of Americans, and that’s what we’re trying to communicate with this campaign. We are integrating clean, affordable solar energy into the American culture, and we think this will resonate with people.”
In Vermont, where the company is based, groSolar is also running a regional campaign in response to recent political developments involving Vermont Yankee, promoting solar in contrast to the troubled and controversial nuclear power plant in Vernon, Vermont.
The “Your Choice” campaign running in Vermont features two images juxtaposed in sharp contrast to each other: hulking nuclear cooling towers adjacent a young girl blowing bubbles with a solar-powered home in the background.
“With this Vermont campaign, we’re hoping people understand that they really do have a choice: they can install solar power, or they can keep an aging and dangerous nuclear power plant operational,” said groSolar CEO Jeff Wolfe. “We know that the majority of Vermonters have lost trust in the operators of the Vermont Yankee nuclear power plant and many are convinced the plant is not safe to continue operating. We also know that most Vermonters favor solar and wind over Vermont Yankee. So we are offering Vermonters a chance to match their beliefs with their actions."
"To my knowledge, this is the first time that a solar company has taken such an aggressive stance in its marketing,” Wolfe said. “For generations, billions of dollars have been spent marketing and subsidizing non-renewable energy to Americans. At groSolar, we want to be disruptive in our messaging, to make people think about the choices they make, and help them understand that they can choose solar power and thereby improve their quality of life."
groSolar installs residential solar power systems throughout the Northeast, mid-Atlantic, and California, and nationwide by way of its network of dealer-installers, making the company the first bi-coastal residential solar installer in the U.S. The company has grown to be the fourth-largest residential solar installer in the country, installing over five percent of all residential solar systems last year alone.
