Alinta Energy's new brand platform and campaign via Bastion Creative

29 November 2021

Creative Agency: Bastion
Media Agency: Carat (NSW)

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Pat Cummins answer his phone with his nose while contorted in a yoga pose.

Australian energy company Alinta Energy has unveiled a new brand position and integrated campaign featuring Australian cricket legends, developed in partnership with Bastion Creative.

The new positioning, ‘That’s better™’, reflects the company’s focus on making tangible improvements for its customers, the environment and community across affordability, local service, renewable energy and community support.

Alinta Energy’s Amanda Hagan, Executive Director Retail Markets, said the company also wanted to ensure that doing better for customers was fundamental to the brand purpose.

“I think this is a great position because we believe everything we do should be aimed at making things better for our customers, our staff, the environment and Australia. ‘That’s better™’ is an attitude that our whole organisation can embrace to benefit our customers”

“And we’ve got plenty of great news and improvements to share, from the continued growth of our onshore call centres to some massive investments in renewables.”

The launch coincides with the start of the cricket season and leverages Alinta Energy’s sponsorship as Principal Partner of the Australian Men’s Cricket Team in the campaign.

The TVC features Australian cricket stars Pat Cummins, Nathan Lyon, Marnus Labuschagne and Aaron Finchbrainstorming with Alinta Energy staff on ways to do ‘better’ for customers, highlighting its commitment to locally-based customer call centres and providing affordable energy products.

Bastion Executive Creative Director Georgia Arnott said, “That’s better encapsulates Alinta Energy’s quest to keep shaking up the category as both the incumbent gas retailer on Australia’s west coast, and a challenger electricity and gas brand in the east.”

“Seeing Pat Cummins answer his phone with his nose while contorted in a yoga pose epitomises the Alinta Energy ethos of going the extra mile for customers.”

The campaign launched November 25 and will run throughout summer across TV, digital and print.


Client: Alinta Energy   

General Manager Sales and Marketing: Jane Mills

National Partnerships Manager: Alison Keller

Creative Agency: Bastion

Executive Creative Director: Georgia Arnott

Creative Director: Laurence Cronin

Creative Director: Scott Hopkin

Senior Planner: Sarah King

Client Partner: Andrew Henderson

Production Company: Plaza Films  

Director: Paul Middleditch

Executive Producer: Peter Masterton

Media Agency: Carat Australia

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