A complete overhaul of one of Britain's oldest and best-loved brands, leading with the positioning of its liquid petroleum gas (LPG) to off-mains homes as the more advanced fuel delivered in a more advanced way. Throughout Calor's long history, it had always innovated. And this informed our key brand thought - LPGenius. A flagship TV ad voiced by the most erudite of announcers, Stephen Fry, followed. This was supported by press, radio, van livery, POS, tactical TV idents and even internal decor at HQ. The whole, clever caboodle.