Lead image: Sonepar’s new brand campaign tagline shown on pedicabs during the National Electrical Contractor Association convention Sept. 28-Oct. 1 in San Diego. (Sonepar photo)

Electrical supplies distributor Sonepar has kicked off its inaugural national brand advertising campaign entitled “Our knowledge is ELECTRIC”. The initiative will continue throughout 2025.

The company unveiled the campaign in San Diego during the annual National Electrical Contractors Association (NECA). Sonepar said it highlights the company’s brand partners and its commitment to helping customers with today’s challenges and prepare for the future.

“We worked with top PR firm, Edelman, to articulate our unique value proposition, attributes, and vision that would resonate with our customers on a personal level,” Sonepar America President Rob Taylor said in an Oct. 7 news release. “At the heart of the campaign is the understanding that knowing is the key to competing and thriving in our industry today.”

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At NECA, Sonepar launched the campaign with a digital spot, in-booth signage, outdoor advertising using 3D mobile trucks, pedicabs, the new Gaslamp Quarter jumbotron and at a fully decked-out party venue that hosted hundreds of customers. Going forward, Sonepar said, each operating company will adapt the campaign slogan and language to speak to the needs and goals of their regional customer bases.

The campaign will be executed by Sonepar brands through storytelling and enhanced visibility through owned channels and paid media.

“It is our collective knowledge drawn from local markets and operating companies, a global supply chain, global digital organization, and predictive data that allow us to help our customers adapt to changes in our industry and be positioned for long-term success,” Taylor added. “These pillars of proof will be highlighted throughout the campaign elements.”

Sonepar was No. 2 on MDM’s Top Distributors List for Electrical.