Reliant Energy @ López Negrete Communications.

López Negrete Communications has been tapped as Houston-based Reliant Energy Retail Services’ Hispanic agency of record as the company embarks on its first Spanish-language initiative focused on reaching the Hispanic consumer in Texas’ newly deregulated electricity marketplace.

López Negrete Communications has developed and is implementing a complete communications program consisting of a multi-media advertising campaign and promotional programs. The campaign, which launches May 6, features the character “Beto” who serves as the face of Reliant Energy to encourage Hispanic consumers to continue to stay with Reliant Energy as their energy provider.

“Because the opportunity for electricity service providers to solicit customers is new to the electricity industry in Texas, we will launch our Spanish-language initiative with a focus on reinforcing Reliant Energy’s expertise in providing electricity and customer services,” said Russell Ford, Vice President, Reliant Energy, Advertising and Brand Equity.

López Negrete has developed three television spots featuring “Beto” to launch the campaign.