2016 highly commended: Brand Extension Hive and British Gas - case study

At British Gas we are passionate about looking after your world, which extends to your home, family and the things within it. All of our products and services are designed to keep you and your home warm and working. In 2012, the Internet of Things offered a tantalising but challenging new way to take our promise event further.

After initially trying to deliver on our promise through smart products from the British Gas brand, we realised that in order to break into this new territory, we needed a brandd extension beyond the core brand. One with innovation and tech credentials.

Our brand extension had to let us tap into a new audience: non British Gas customers looking for desirable connected home tech. But it also had to halo back onto the British Gas brand. It couldn't just be a new brand out by itself. British Gas needed to get the credit.

To register your interest or to find out how to enter the next Excellence Awards visit our Awards site.

Login to download the full case study below:
(Please note: parts of this case study may have been redacted for confidentiality purposes.)