NEWS: IMP reveals gas brand work’

Calortex is to become the UK’s first domestic gas brand and a direct challenger to British Gas in a major TV launch campaign through D’Arcy Masius Benton and Bowles’ sales promotion arm, IMP.

Calortex is to become the UK’s first domestic gas brand and a direct

challenger to British Gas in a major TV launch campaign through D’Arcy

Masius Benton and Bowles’ sales promotion arm, IMP.



Calortex, a collaboration between Texaco and Calor Gas, will promise ‘a

fresh approach to mains gas’ in a campaign to break on 19 February. It

features a dog called Oscar who lives in fear of ‘heavy’ gas bills until

Calortex comes along.



The TV commercial is narrated by David Jason of Only Fools and Horses

fame. It shows the lovable family pet waiting on the doormat, looking up

at the letterbox. The British Gas bills come in envelopes as heavy as

bricks and send Oscar running for cover.



In contrast, when his owners sign up to Calortex the bill is as light as

a feather. It floats about the air and Oscar has great fun chasing after

it.



A second execution promotes Calortex’s service package.



The two ads were directed by IMP’s Peter Pullon, written by Andy

Blackford and Andy York and art directed by David Harris and Mark Lines.



IMP’s chief executive, Alan Thompson, commented: ‘The campaign is

designed to get the messages across in a direct way - that switching to

Calortex is cheaper, causes no disruption and offers an excellent

service package.’



The Calortex service will launch in the Westcountry, and then roll out

across Britain by April 1998. The ads aim to recruit customers in time

for the official deregulation of gas supplies on 1 April this year, when

British Gas’s monopoly comes to an end.



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