Lay Lake Topics: APC Advertising Change
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Name:
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waterph
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Subject:
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APC Advertising Change
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Date:
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10/8/2008 8:29:32 AM
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Interesting article this AM from the Birmingham News.
Alabama Power plucking bird ads
Wednesday, October 08, 2008 KIM CHANDLERNews Staff writer
MONTGOMERY - Ben and Mickey, the plucky animated bird duo, are being booted off their high wire as the advertising faces of Alabama Power Co.
Alabama Power is phasing out the Mickey and Ben ads and replacing them with ads featuring company employees talking about how customers can save on energy costs, Alabama Power spokesman Michael Sznajderman said Tuesday.
The feathered friends have been perched on cartoon power lines in Alabama Power ads since 2004. The new campaign will have a more serious tone, Sznajderman said.
"Our whole new campaign is focused on energy efficiency," he said.
The change was already planned, but members of the Public Service Commission told company officials Tuesday that they often hear complaints from consumers who are irked that Alabama Power is advertising while asking for a rate increase.
"The one thing I hear is downright aggravation about the advertising. I think it's time for the birds to go," Commissioner Susan Parker said.
"And we don't want Louie Electric back either," Commissioner Jan Cook said of the animated lightning bug in the company's previous campaign.
Mike Crosswhite, Alabama Power's vice president for external affairs, said the company heard the message.
Alabama Power spends about $9 million on advertising each year and about half of that comes from rates paid by industrial and residential customers, Sznajderman said. That amounts to about a $1 a year for residential customers, he said.
The other half of Alabama Power's advertising budget come from appliance sales and other operations, he said.
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