Empowering Denmark’s green energy transition as a full-service energy provider
As the world accelerates towards a greener future, energy providers must lead the charge. For DCC Energi, this meant repositioning to become a full-service energy provider that could serve both businesses and homeowners with innovative, sustainable solutions. With strategic support from Kunde & Co, the company unveiled a new brand positioning platform with a refreshed visual identity and an ambitious activation campaign.
How it began
Evolving to future-proof
the business
In recent years, DCC Energi has been transforming its business to meet evolving market demands. With the introduction of a new long-term strategy in 2024, ambitions grew, and it became clear that a more radical repositioning effort was required. Three key shifts drove this transformation:
- Expanding the portfolio: Transitioning from primarily focusing on conventional fuels to offering greener, innovative energy solutions.
- Broadening the audience: Continuing the strong foothold among businesses, while strengthening the position towards private homeowners.
- Unifying the brand: Simplifying the company’s fragmented sub-brands into a single, cohesive identity to strengthen communication efforts.
Developing the solution
A new position based on data from multiple target groups
DCC Energi’s new positioning was built on well-founded insights from a comprehensive analysis of all relevant target groups. This included feedback from:
+2,000 homeowners
+400 businesses (both existing customers and the general market)
+100 internal employees
Key findings revealed
- Customers increasingly expect a full-service energy provider to deliver a broad range of greener solutions.
- DCC Energi’s positive brand associations, while strong, lacked differentiation from competitors.
- Awareness among private homeowners was low, presenting an important opportunity for growth.
- A more modern, forward-looking, and human-centred creative approach was essential to resonate with all audiences.
These insights shaped a strategic and creative approach that balanced the company’s established brand foundations with a progressive, future-focused expression.
The outcome
A purpose-led position and nation-wide activation effort
The repositioning culminated in the launch of a unified brand platform designed to differentiate DCC Energi in a competitive market, future-proof its business model, and appeal to diverse target audiences, including future talent.
Purpose: The new purpose, “To help everyone progress in the green transition”, underscores DCC Energi’s commitment to making sustainable energy accessible and practical for all, accelerating greener solutions while helping optimise conventional ones.
Activation platform: The campaign message, “Together we shape the future”, captures the dual mission of driving forward progress while ensuring a just and inclusive transition. The campaign built trust and relevance with customers by tying the communications to concrete initiatives, ambitions and products.
Campaign highlights: In early 2025, DCC Energi launched a national campaign to boost market visibility. Tailored messaging and high-impact media activation targeted both homeowners and businesses, leveraging:
- TV and streaming platforms
- Radio and digital displays
- Social media campaigns that engaged employees as ambassadors
Results
A foundation for growth
Since the campaign is brand-new, results are still pending, but early indications show promising engagement across target audiences. This repositioning sets a strong foundation for DCC Energi to lead Denmark’s energy transition.
About DCC Energi
DCC Energi is a full-service energy provider based in Denmark, employing approximately 250 people. Committed to advancing the green energy transition, the company offers many solutions for businesses and homeowners, including heat pumps, electric car chargers, home electricity and optimised fuel solutions. Whether customers are just starting their sustainability journey or looking to optimise their energy solutions, DCC Energi supports them every step of the way.
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