Rural Computer Consultants (RCC) along with our Vivid Image team has been jointly honored with the prestigious Summit Emerging Media Leader Award for the innovative “Making Propane Sexy” marketing initiative. This recognition places the collaborative campaign among an elite group, as the Summit Awards organization bestowed these honors on only 6.5% of submissions this year.
“The phrase was unexpected, but it resonated because it challenged everyone to think differently about propane’s possibilities.”
The Story Behind “Making Propane Sexy”
The “Making Propane Sexy” campaign began as a bold rallying cry from Freddie Ridler, Head of Business Growth at Rural Computer Consultants, at the 2022 National Propane Gas Association (NPGA) Southeastern Expo. Freddie had been brainstorming ways to shake up the industry’s image, wanting something bold, memorable, and fun. So, at the 2022 NPGA Southeastern Expo, Freddie unleashed a phrase: “Making Propane Sexy.” It caught everyone by surprise—and people couldn’t stop talking about it.
Freddie knew this wasn’t just a slogan; it was a movement waiting to happen. “But we couldn’t do it alone,” said Ridler. “The phrase was unexpected, but it resonated because it challenged everyone to think differently about propane’s possibilities.”
Pictured Left to Right: Abby Thurston, Steve Gasser, Nancy Mathison, Freddie Ridler, Heidi Arndt, Kyle Sheehan, Jessica Balderson, Nathan Bahl
Taking the Idea Nationwide
In 2023, at the RCC Customer Seminar, Freddie enlisted the help of the team at Vivid Image. Together, they transformed “Making Propane Sexy” from an idea into a full-blown campaign. Freddie and his team at RCC and Vivid Image designed an eye-catching logo and artwork for magazines, and soon “Making Propane Sexy” stickers, socks, and other promotional goodies made their debut at trade shows and meetings across the country. Everywhere Freddie and his team went, they brought along a bit of flair, creativity, and an irresistible energy.
For more than three decades, the Summit Awards organization has been a trusted authority evaluating creative and marketing excellence. The Summit Emerging Media Award specifically celebrates innovation in the evolving field of communications technology.
“The submission process required us to present our work anonymously, letting the campaign’s impact speak for itself,” noted Beth Gasser, Owner of Vivid Image. “We took careful precaution not to reveal our identity in the award submission process, but instead show many examples of individuals and propane marketers outside of Vivid Image and RCC sharing on social media, talking about “Making Propane Sexy”, and other captivating examples for the judges to make their careful decision – making it a true grassroots movement.”
The Revolution is Just Getting Started
The campaign’s success extends beyond the award recognition. “Making Propane Sexy” has sparked podcasts, news stories, its own hashtags #MPS and #MakingPropaneSexy, and significant demand for branded merchandise. In response, RCC has launched a dedicated landing page at www.makingpropanesexy.com where enthusiasts can purchase “Making Propane Sexy” apparel and gifts, learn more about the movement, and request “Making Propane Sexy” graphics to add to their own initiatives to spread the word.
“This award validates what we’ve seen happening throughout the propane community,” Ridler added. “People are ready to break from convention, have some fun, and promote propane with pride and creativity. The revolution is just getting started.”
As a proud member of the National Propane Gas Association and Women in Propane, Vivid Image is honored to support the trailblazers and community builders across the propane industry. Learn more at VividPropaneMarketing.com, a division of Vimm.com
