Tango Energy lets customers ‘Take Charge’ via Marmalade

1 June 2020

Creative Agency: Marmalade Melbourne

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The campaign has gone live across television, digital and social media.

Tango Energy, the new challenger energy retailer backed by Pacific Hydro, has launched its first brand campaign via agency partner Marmalade.

Tango Energy entered the market with a positioning of low rates, easy to understand pricing with no confusing discounts, and parent company dedicated to renewables.

“We were given a great brief by the marketing and senior team at Tango to do something new and fresh in the energy sector," Marmalade client service director and partner Lisa Gumbleton says.

"We built a fantastic, collaborative, trusting chemistry with the Tango team, and it was a delight to renovate the brand from the ground up with them."

Tango Energy marketing manager Jeremy Gibson says Marmalade helped the brand develop a "compelling and authentic" new customer value proposition that has brought the brand forward.

"Tango is now proud to have a refreshing new brand campaign that will cut through the cluttered energy market," Gibson says.

"Straight talking messaging and excellent use of humour in the TVC addresses the frustration consumers feel when choosing an energy retailer and makes Tango feel human!”

Marmalade associate creative director Sarah Vincenzini says the 'Take Charge' positioning for the brand is both ownable and buildable, speaking to customers who are frustrated with current unreasonable energy suppliers.

“We’re proud to have executed this campaign with Tango and the legends at Guilty, during a time when traditional shoots were believed to be off the table," Vincenzini says.

"Together we realised the vision to solve the production problem and the brand challenge simultaneously.”

Guilty executive producer Jason Byrne says he is delighted the final result for the campaign.

"Shooting anything in COVID times is certainly a challenge, but this clever script, terrifically directed by Edwin McGill, has made it all seem not only easy, but fun," Byrne says.

"Thanks to everyone involved for pulling together and creating such a terrific campaign that looks like an action film and feels like a seriously funny ad – I’m delighted with the final result."

The campaign goes live on Sunday May 31 in Victoria and NSW on television, digital and social media.


Client: Tango Energy
Chief Executive Officer: Domenic Capomolla
National Sales & Marketing Manager: George Pantic
Marketing Manager: Jeremy Gibson
Communication & Campaign Marketing Specialist: Ish Husnu
Digital Marketing Specialist: Lydia O’Sullivan

Creative Agency: Marmalade Melbourne
Creative Director/Partner: John Akritidis
Associate Creative Director: Sarah Vincenzini
Copywriter: Sarah Vincenzini
Art Directors: Sarah Vincenzini, Sam McCarron
Designer: Sam McCarron.
Managing Director/Partner: Victor Maree
Client Service Director/Partner: Lisa Gumbleton
Account Director: Nadia Ladson

Production Company: Guilty
Director: Edwin McGill
Executive Producer: Jason Byrne
Stills Photographer: Chris Tovo
Producer: Jack Davies
DOP: Adam Howden
Editor: Billy Browne

Media Agency: Cole Media
General Manager: Candice Cole
Digital Director: Sally Hern
Media Manager: Megan Meagher
Social Media Manager: Kelly Newey

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