EDP Launches Campaign to Strengthen Its Brand Positioning and Market Presence in the Energy Sector
This year marks 30 years of EDP in Brazil and 50 years worldwide. EDP, a company active in all segments of the electric sector, launches an advertising campaign to reinforce its brand positioning and its already consolidated presence in the free energy market. Developed by the agency Brivia, the campaign will run from March to May in Espírito Santo, Santa Catarina, São Paulo, and Rio Grande do Sul. The media plan includes open and closed TVs, radios, digital media, and social networks, as well as public spaces (media known as Out of Home).
The campaign debuted this Sunday, the 15th, with the concept “We believe in your energy”. The idea is to create proximity by showing that, besides its expertise and investments in the electric sector, the company believes in the energy of Brazilians and the companies driving the country forward. The pieces emphasize the company's role, which brings energy to millions of Brazilians through renewable generation, transmission, and distribution. Starting from the second week of broadcasting, the focus is to present EDP as a partner and expert in energy solutions for medium and large companies seeking budget savings and predictability, flexibility, and customized products in the free energy market.
In Brazil, EDP was a pioneer in retail energy commercialization in 2018 and currently remains among the leaders in this segment, ranking among the five largest traders.
“We are experiencing a transformation in the electric sector, with more and more consumers having the chance to choose their energy supplier. Our performance throughout the entire electric sector chain and our pioneering role in retail energy commercialization demonstrate our expertise and solidity. This year, we want to celebrate this journey and also reinforce these differentiators. The campaign launch is part of this process,” says João Brito Martins, CEO of EDP in South America.
The free energy market, also known as the Free Contracting Environment, is undergoing a gradual opening in Brazil. The latest milestone occurred in 2024, when access was released for about 70,000 consumers connected to high and medium voltage. The opening for low voltage consumers is scheduled to begin in 2027, while total liberalization, including residential consumers, is expected to happen in 2028.
Currently, EDP operates in retail and wholesale marketing, with solutions catering to different business profiles and offering various benefits, such as more autonomy and flexibility to negotiate, cost predictability, and up to 35% energy cost savings. For consumers who cannot migrate to the free market, the company offers other energy solutions related to distributed solar generation in some regions, such as Solar Digital, where residential customers, small and medium-sized businesses can access solar energy without the need to install solar panels or alter the electrical network. The company also serves large enterprises through long-term energy sales contracts and self-production.