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Marketing Brand Strategy Energy

Centrica snuffs out British Gas Evolve brand

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By John Glenday | Reporter

November 29, 2021 | 2 min read

Multinational energy provider Centrica has moved to simplify its UK branding by ditching the Evolve name for its affordable online offer in favor of British Gas.

Centrica

The name change took effect on November 26, with all 250,000 existing customers transferring automatically to the new name

The switch marks a significant U-turn by the firm, which first introduced the Evolve name less than a year ago as part of efforts to trumpet its sustainability credentials, including 100% renewable electricity. Launched in October 2020 in response to a flood of challenger energy providers, Evolve was seen as an attempt to win cost-conscious customers over with a digital-first ethos.

Fast forward to today and the energy landscape looks very different, with smaller providers going bankrupt seemingly every week following a winter spike in global gas prices. This has prompted British Gas to fall back on its core brand, which has been powering homes for over 200 years.

In a statement, the utility provider said: “We’ve listened to our customers’ feedback and know that British Gas is a name they know and trust – and we know how important that is at a time when there’s so much uncertainty in the energy market.”

The name change took effect on November 26, with all 250,000 existing customers transferring automatically to the new name.

Centrica operates an ‘integrated marketing operation model’ under the auspices of WPP.

Marketing Brand Strategy Energy

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British Gas

British Gas is the largest UK energy and home services company. We supply gas and electricity, boilers and boiler cover as well as other home services.

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