POWERGRAMS

41 An innovative idea can come from anywhere. It can even flash across the sky. That's how Alabama Power's Ashton Collins got his inspiration 91 years ago for Reddy Kilowatt, which became one of the most well-known ambassadors of the electric utility industry worldwide. In the 1920s, Alabama Power was seeking to grow consumer demand for electricity. Although electricity was widely used in most large cities and towns, rural areas were still underserved. Collins, Commercial Marketing manager, believed the best way to draw new customers was with a "friendly face." He got his idea in March 1926, while watching a thunderstorm brewing outside his Corporate Headquarters office window. Collins saw a four-bolt flash of lightning that looked like arms and legs. He quickly sketched the lightning-bolt image, and added hands and feet with rubber gloves and boots. He gave the figure a globular head, a light bulb nose, electric outlets for ears and two small lightning bolt antennas, and Reddy Kilowatt was born. For the first few years, Alabama Power used Reddy to promote electric appliances and services. Reddy touted the benefits of using electricity and invited customers to tour company plants. Collins later began to explore the character's potential as an ambassador for the electric-utility industry as a whole, and in 1933 formed Reddy Kilowatt Inc. In 1934, Reddy made his national debut when he was adopted by Philadelphia Electric Co. Within a few years, the character had been licensed by more than 200 electric- utility companies across the nation and around the world, including in Canada, Australia, South America, the Caribbean, Africa and Cuba. "Reddy became an easily accessible, friendly and humorous symbol of the human values inherent in the safe practices and services of the industry," said Alabama Power Corporate Archivist Bill Tharpe. Reddy's look evolved over the years. During the 1940s, the tall, thin figure put on a few pounds. His head grew larger, and his nose got shorter, giving his face a friendlier appearance. As his influence grew, Reddy took a variety of responsibilities on his shoulders. He appeared on power bills, promotional giveaways, stationery, ads, billboards, and in comic books, cartoons and educational films. During World War II, Reddy sold bonds, promoted energy conservation and encouraged citizens to conserve for the war effort. Reddy had some fun jobs. His message was put to music in a 45 rpm record, "The Reddy Polka," and he Employee was Reddy for figure that sparked industry INNOVATION Reddy Kilowatt in 1925.

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