ANWB is a brand built on trust, but trust alone wasn't enough to launch a new dynamic energy contract in a crowded market. Together with my team, I developed a repositioning and launch strategy for ANWB Energie that gave the sub-brand its own voice without breaking the parent brand's promise. We combined internal and external analyses, customer interviews, and brand research to map where ANWB Energie could credibly stand. The outcome was a refreshed brand DNA that pairs the trust ANWB is known for with a sense of excitement around what energy can become.

Captured in one line: "Energy you trust, experiences that excite."
The campaign targets urban audiences and emphasizes self-empowerment, reliability, and financial benefits in their energy choices.