Vattenfall launches new slogan
Vattenfall is launching a new slogan, “There’s a way”, which will be used as part of the next phase of the company’s long-term brand development. The slogan will be used across markets and will support the company’s position as a European energy company with a consistent and clear voice. The company announced this in a press release.
The launch comes after the energy company phased out its previous slogan “Fossil free living within one generation” in 2024. The slogan was criticized by the Dutch consumer and competition authority ACM for being potentially misleading, after which Vattenfall promised to stop using it. Since then, the company has not had an actual slogan.
At the same time, according to Vattenfall, the new slogan marks a shift in communication. Vattenfall will now increasingly emphasize action, solutions and collaboration as the way forward in the energy transition.
- 'There’s a way' is not just a slogan, it is a long-term creative platform for how we act and present ourselves as a brand. Instead of focusing on fear or crisis narratives, we will convey that even when challenges seem complex or difficult, they are not impossible to overcome, says Monica Holmvik Persdotter, Vice President Group Brand at Vattenfall.
According to Vattenfall, the new slogan should reflect an approach where progress is considered possible, even under complex conditions, and where solutions are found through innovation and perseverance. The company also emphasizes that the slogan builds on existing positions within fossil-free energy, but expands the narrative to also include resilience and problem solving.
In upcoming campaigns, Vattenfall will show concrete examples from the business where the approach is already being used, including within fossil-free electricity and the development of renewable energy projects.
Vattenfall emphasizes that the new slogan does not change the company's fundamental direction, but sharpens how it is communicated.
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