Too Easy
Kleenheat is one of Western Australia’s leading energy providers, supplying natural gas and electrification services to thousands of households across the state. Following the divestment of its LPG business and the expansion of its electrification offering (Kleenheat Spark), Kleenheat needed to evolve its brand positioning. In 2026, Kleenheat partnered with The Brand Agency to build a flexible, long-term brand platform that would unite its expanding product portfolio and meaningfully differentiate the brand in a competitive market.
CHALLENGE
Energy is a low-interest category weighed down by heightened cost-of-living pressures, making energy bills an increasingly frustrating grudge purchase for households. For most consumers, energy providers only come to mind when something goes wrong or when a bill lands in their inbox. At the same time, other energy providers frequently have leant into elaborate aspirational messaging or transactional price discounting, leading to consumer cynicism and low engagement.
To drive meaningful engagement, Kleenheat needed a genuine, customer-centric brand positioning that resonated with Western Australians without over-promising or overstating the role energy in their daily lives. This new brand strategy would also require a creative launch that felt genuinely local, highly relatable, and refreshing, capable of delivering a clear reason for Western Australians to choose and stay with Kleenheat over competitors.
SOLUTION
In collaboration with Kleenheat, The Brand Agency set out to elevate the brand above transactional category norms by addressing a universal consumer friction point: complexity. Rather than making grand promises, the strategy pointed to "ease"; a pragmatic, product-agnostic benefit highly valued by energy customers.
The resulting campaign brought Kleenheat’s new brand positioning to life through the iconic, everyday Aussie phrase: “Too Easy.”
The creative platform grounds Kleenheat in light-hearted, relatable reality. Moving away from polished, corporate portrayals of utility services, the integrated launch campaign celebrates the ways in which Kleenheat help make energy effortless.
At the core of every campaign is a simple construct, a customer’s imagination takes the viewer into a fantasy world where Kleenheat delivers easy value, experiences or solar and battery quote with fanfare and pageantry, only for them to snap back to reality and it to be revealed, it really is Too Easy.
Launched in June 2026, the integrated "Too Easy" campaign delivered immediate, high-impact creative cut-through and has already driven meaningful brand gains.
Results
Putting Kleenheat top of mind: Spontaneous brand awareness increase May 25 vs May 26
Green shoots of growth: New customer sign-ups in June/July versus target.
