Giving M&S renewed energy
When M&S Energy relaunched in early 2020, they came to us for a total brand rehaul. And after some strategic deep-diving – exploring the market, competitors and audience insights including motivations for switching – we came up with the brand platform ‘feel-great energy’, reflecting all the ways that M&S Energy makes its customers feel good, from its green credentials to great value and brilliant customer service.
We created a look and feel that captures the fun and positivity of ‘feel-great energy’, with smiley illustrations and icons to inject some personality and raise a smile. We also devised a warm tone of voice, which works hand in hand with the new visual identity.
With the new brand identity in place, we designed an entire suite of comms including the design of a new website and printed materials including POS and leaflets.
Finally, we needed a new campaign to introduce ‘feel-great energy’ to the nation! To reflect the new brand proposition, we came up with the campaign platform – ‘Live Life on the Bright Side’ – an upbeat and inviting line with a huge amount of positivity. We brought this to life through the line in a campaign spanning OOH, email, online and social, plus a 30-second radio spot featuring telly favourites Kate Cavanagh from Coronation Street and Adrian Scarborough from Killing Eve. Now that’s what we call feel-great work all round!