NEC Retail (Nueces Electric Retail Division), the competitive retail provider arm of Nueces Electric Cooperative, has changed its brand to "NEC Co-op Energy."

NEC Co-op Energy says the new brand instills, "a new sense of pride in being part of a cooperative," and is, "part of an effort to better represent who we are and what we stand for as a cooperative so that we can continue recruiting new members who want to join us in the crusade for honest, upfront reliable electricity."

NEC Co-op Energy said that it would air a commercial during the "big game" this Sunday.

NEC Retail brands itself as "co-op electricity for all Texans."