TAPPING INTO THE HEART OF
TEXAN PRIDE AND SPIRIT

About Gexa

A Texas-based energy provider

Challenge

Develop a new positioning and creative platform to compete in the ultra-competitive Houston and Dallas energy markets

Solution

• Anderson determined that none of Gexa’s competitors were tapping into the Texas pride and spirit
• To help Gexa stand out in a highly competitive energy retail market, Anderson tapped into Texan pride, crafting a powerful campaign—This Is Our Power—around uniquely Texan traditions