New Generation Energy, A Better Future

The Turkish fuel market is a highly competitive environment with 90 distributors and more than 13,000 stations, where consumer loyalty is low. After a long period of communication silence, Total had suffered significant losses in brand awareness and image scores. While the brand was undergoing a global transformation into “TotalEnergies,” it also needed to position this new vision in Turkey. However, the concept of “sustainable energy” ranked at the very bottom of consumers’ consideration sets and was insufficient to cover non-fuel products and services.

Research revealed that consumers perceived sustainable energy as “new generation energy.” This concept not only represented eco-friendly solutions but also had the potential to include new products, services, and sponsorships. It provided TotalEnergies with the opportunity to move beyond the conventional sustainability narrative and to launch a powerful brand relaunch in Turkey.

With the slogan “New Generation Energy, A Better Future”, TotalEnergies built a new communication platform. The transformation was told through the sincere relationship between a father, representing today’s consumers, and his Gen Z daughter, representing the future. A powerful campaign was executed across TV, digital, radio, and outdoor media. The sponsorship of the Turkish National Basketball Team and the launch of Excellium fuel were also integrated into this platform, putting non-fuel products and services in the spotlight.