Florida Power & Light (FPL): FPL'S manatee lagoon

The Florida Power and Light company (FPL), an energy services provider, was able to increase brand affinity and awareness for its community programs by adopting the state mammal as the main attraction for a new theme park it created in the US.

Campaign details

Advertiser: Florida Power & Light (FPL)Brand: Florida Power & Light (FPL)Agency: rbb CommunicationsCountry: United States

Background

It's known as a sea cow, officially named a manatee, and Florida's largest utility, Florida Power & Light Company (FPL), is now the most aggressive advocate for this endangered mammal. For years, FPL has had a symbiotic relationship with the manatees as they flocked to the warm water outflows of FPL's South Florida power plants each winter, as a haven from the frigid waters further north. FPL's community relations and corporate social responsibility programs have...

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