TwelveStars shines in Italy

The Solsonica brand is designed to appeal to the consumer market rather than to the business-to-business market.

It is launching in Italy and Asia in a bid to encourage customers to actively seek out solar panel technology. A UK launch of Solsonica is expected next year.

‘There isn’t an established consumer-facing solar power brand in the market, and Solsonica’s ambition is to become the Apple Computer of solar panel technology across the world,’ says TwelveStars chief executive Nicolas de Santis.

TwelveStars beat three consultancies – two Italian and one international – to win the brief at the start of 2007. The strapline for Solsonica is, ‘Harnessing the sun, powering the planet’.

The branding will feature on the vests of an Italian basketball team this year, says De Santis, to build a connection with the image of the ball as the sun. The Solsonica team will replace what was formerly the Rieti team.

The consultancy is now in the process of developing consumer marketing materials while the equipment is being manufactured.

Territories with the hottest climates will be the initial focus of Solsonica’s campaign, De Santis adds.