British Gas repositions brand to focus on its power to problem-solve

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by Charlie Spargo

British Gas has launched a repositioning of its brand, retiring its penguin mascot, Wilbur.

The energy provider is focusing more now on the realities of supporting families of all kinds, with the strapline 'Here to solve'. Promoting products like boiler installation and proprietary HomeCare, British Gas wants to show that it's more than just a supplier.

“When your boiler breaks down you don’t need a penguin, you need one of our engineers," said Jill Dougan, British Gas's Marketing Director, commenting on the relaunch.

Dougan said: “The whole rationale behind the campaign is trying to show people we understand the pressures and complexity of modern-day life. We are trying to get across that we are not that big energy company, actually we are just there to make your life run more smoothly.”

The campaign, created by The & Partnership alongside other WPP agencies, runs across TV, VOD, outdoor, press, cinema and digital until the end of April. The TV ad is shot from the personal point of view, showing all the things we do in our daily lives across different areas of the home.