Alinta Energy 'That's Better'

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 Finch brainstorming 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 on 25 November 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
Planning Director: Sarah King
Client Partner: Andrew Henderson
Account Director: Stacey Paul
Executive Producer: Stephanie Ceccaldi
Production Company: Plaza
Director: Paul Middleditch
Executive Producer: Peter Masterton
Post Production: The Editors
Casting: Antonia Murphy / Fountain Head

Sound: Noise
Media Agency: Carat Australia