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Kleenheat: Cake
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The success of Kleenheat’s ‘Are you thinking about gas?’ campaign had recently prompted competing energy retailers to ride on the coattails of the humour inherent in our communications. Leaning hard into our challenger brand mentality, this not only gave us the opportunity to push things a little further, it fitted perfectly with what consumers are increasingly seeking in today’s somewhat tougher economic times … namely some very welcome light entertainment.
Allowing customers to simply ‘let life flow’ is Kleenheat’s reason for being. There’s no razzle dazzle, no advertising BS. With the help of an earworm jingle, this truism was brought to life via ‘Cake’ – a 30 second TV spot that flips classic advertising TV tropes on their head by showcasing how Kleenheat prefers to focus on its customers … without the song and dance.
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