Tango Energy lets customers ‘Take Charge’ in first brand campaign via Marmalade Melbourne


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.

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

Says Jeremy Gibson, marketing manager at Tango Energy: “Marmalade’s brutal honesty, friendliness and huge levels of commitment helped Tango develop a compelling and authentic new customer value proposition to propel the brand forward. Tango is now proud to have a refreshing new brand campaign that will cut through the cluttered energy market. 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!”

Says Sarah Vincenzini, associate creative director at Marmalade: “’Take Charge’ is an ownable, buildable creative positioning for Tango, making it clear to frustrated customers that their energy supplier demands aren’t unreasonable – rather, they should and can be accommodated when you switch to Tango. 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. Together we realised the vision to solve the production problem and the brand challenge simultaneously.”

Says Jason Byrne, producer, Guilty: “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. 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 went live on Sunday 31 May 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

Tango Energy lets customers ‘Take Charge’ in first brand campaign via Marmalade Melbourne