Brand Tracker

Welcome to the automated Brand Tracker diaries.

Global

Applebee’s CMO on differentiating marketing in a value-obsessed industry

Campaign: All You Can Eat and Poolio with Don Julio

Source: https://www.marketingdive.com/news/applebees-cmo-on-differentiating-marketing-in-a-value-obsessed-industry/832838/

Goal: To enhance value perception and drive traffic among younger audiences

Claim: Eating good in the neighborhood

Summary: Applebee's is evolving its marketing strategy to focus on value, partnering with BBDO Chicago to implement campaigns like 'All You Can Eat' and 'Poolio with Don Julio' to appeal to a younger demographic. CEO John Peyton highlighted a balanced approach of affordable options alongside indulgent offerings to increase engagement. CMO Michelle Chin is working to modernize the brand's appeal while respecting its long-standing connection to neighborhood values.

Czech Republic

VML’s Campaign for T-Mobile Captures Real Moments Among Us

Brand: T-Mobile

Campaign: MeziSvými

Source: https://www.mam.cz/novinky/kreativita-a-kampane/2026-10/vml-v-kampani-pro-t-mobile-zachycuje-opravdove-chvile-mezi-svymi/

Goal: To evolve the brand's communication and strengthen its distinct position among competitors.

Claim: We are here for the real moments among us.

Media: Digital communication and social media

Summary: VML has launched a new campaign for T-Mobile called 'MeziSvými', which focuses on real human relationships and moments rather than idealized scenarios typical in telecom advertising. The campaign builds on the concept of asking 'How are you?' to promote genuine sharing in everyday life. The visuals aim to capture relatable situations, utilizing the talents of director Olmo Omerzu and photographer Alžběta Jungrová. This collaboration emphasizes naturalness and aims to establish a clearer and more distinct brand position.

advertising brand evolution campaign launch telecommunications

Global

Disaronno renews its bottle and launches the campaign ‘the Dolce Side of Life’

Brand: Disaronno

Campaign: the Dolce Side of Life

Source: https://brand-news.it/brand/alimentari/beverage/disaronno-rinnova-la-bottiglia-e-lancia-la-campagna-the-dolce-side-of-life/

Goal: To introduce a more contemporary, premium identity aligned with consumer expectations.

Claim: The Dolce Side of Life

Summary: Disaronno has redesigned its bottle for the first time in over 15 years, maintaining recognizable elements while updating its visual identity to reflect contemporary trends. The new bottle is accompanied by a global campaign 'the Dolce Side of Life', which reinterprets the essence of the Italian 'dolce vita' focusing on everyday moments of togetherness. This shift represents a significant evolution for the brand while staying connected to its heritage.

brand evolution global campaign Italian lifestyle