Enbridge fuels life with energy

Public opinion and perception of the energy and oil sector — including Enbridge — is more negative and neutral than positive. So the company decided to reposition itself, starting with the role it plays in people's lives. The brand needed to connect on an emotional level, not a functional one.

Leo Burnett found a strategic connection between Enbridge's purpose and people's needs in the new "Life Takes Energy" positioning.

The campaign uses real, human moments to demonstrate the essential nature of energy and the direct benefits it brings to people's lives. In TV, print and online ads, Enbridge states that it doesn't cook the holiday dinners, drive the kids to skating practice, or heat the water for a newborn's first bath, but it does help provide the energy that makes all these things possible.

Within six months, Enbridge tracked a 14% increase in people perceiving the company to be "reliable," a 17% increase in people thinking of it as "safe" and a 21% increase in people believing that the company is "trustworthy."