• by Aaron Baar , May 5, 2009

After last year's $4-per-gallon gas prices, many Americans understand the need to reduce dependence on foreign-produced fossil fuels. And environmental concerns have them looking toward renewable resources as a solution. But in a new advertising campaign, Consol Energy, a company that supplies coal and natural gas resources to pipelines, tries to make the case that the country cannot -- for the near future anyway -- survive on wind, solar or other alternative power alone.

"We're making the point that we're essential to our way of life," Thomas Hoffman, senior vice president of external affairs, tells Marketing Daily. "Our point is: Talking about renewable is fine. But the growth over the next 20 years is going to take all of the resources we've got."

In two new television commercials, oil derricks die off like dinosaurs as a voiceover states: "The oil we depend on is drying up fast. But half of America's energy, and 70% of its electricity, doesn't come from oil. It comes from our coal and natural gas." A second television spot shows oil rigs, refineries and derricks disintegrating into the wind as a voiceover says: "America depends on foreign oil. And oil is running out... There's more energy in America's coal and natural gas than all the oil in the Middle East."

"People think their electricity comes from the wall outlet and that's the most they think about it," Hoffman says. "What we need to point out is that this is a carbon (fuel)-based society and you don't change things overnight."

The campaign, which is running regionally in states where Consol Energy operates, is an outgrowth of a two-year old effort for the company, which sought to increase public awareness of the company while driving recruitment and employment -- an especially difficult task for a younger generation that may be skeptical of the coal industry.

Whereas the previous ads, from agency Brunner in Pittsburgh, positioned the coal miner as a protective guardian keeping watch over cities, the new ads use employees from other parts of the company (such as the natural gas and transportation arms) and address Consol's offerings beyond coal.

"This year, we needed to broaden the understanding of what Consol Energy is," Hoffman says. "Now we're talking about redefining the company, but we're also talking about why we matter."

It could be an uphill battle. Earlier this year, a coalition of environmental groups launched a campaign arguing there was no such thing as "clean coal," and the country should not pursue it as an option to oil as an energy resource.

Hoffman admits the message may have some resonance with a more environmentally aware public. But, he says, renewable energy solutions are a long way off -- and all sides of the issue should work together in the meantime.

"There's no doubt that there is a huge challenge [ahead] for fossil fuel producers," he says. "We're leaving it to the industry coalitions to grapple with the legislative issues and the environmental imperatives. Our focus is educating people about the fundamentals of coal and natural gas."