Electric Ireland: Powering a successful brand

This case study describes how Electric Ireland (formerly ESB), the utility provider, shook off the shackles of deregulation and successfully launched Electric Ireland as an energy brand in Ireland.

Electric Ireland: Powering a successful brand

Agency: Irish InternationalMedia: MediaVestClient: Electric Ireland

Introduction & Background

This is the story of one of Ireland's oldest and most loved brands: a story of loss, of rebirth and ultimately of resurrection. In 2013, Electric Ireland (formerly ESB) was faced with the unique and complex challenge of being the monopoly player in a deregulated market. This case study details the brand's journey from restriction and loss to full recovery, from electricity provider to trusted energy partner.

The path to full market deregulation started in 2000 but it wasn't until...

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