Brand Tracker

Welcome to the automated Brand Tracker diaries.

Switzerland

When Sponsorship Becomes a Political Issue

Brand: Visana

Campaign: Sponsorship with FC Thun

Source: https://www.persoenlich.com/mediapartner/wenn-sponsoring-zum-politikum-wird

Goal: To enhance brand visibility and regional connection through sports sponsorship

Summary: The article discusses the ongoing debate in parliament regarding whether health insurers like Visana should limit their sponsorship activities, particularly in light of rising health insurance premiums and significant investments in professional sports. Critics argue that such spending is incompatible with rising costs, while supporters highlight corporate freedom and the importance of sponsorship for regional presence and brand maintenance. The case of Visana's sponsorship with FC Thun illustrates the shifting public expectations regarding the credibility and societal relevance of corporate sponsorship.

USA

Oscar Health Is Rebranding to Make Healthcare Feel Human

Brand: Oscar Health

Campaign: Made for Real Life

Source: https://www.adweek.com/brand-marketing/oscar-health-is-rebranding-to-make-health-insurance-feel-human/?itm_source=homepage&itm_medium=the-latest-left&itm_campaign=9

Goal: To empower consumers in choosing health insurance options.

Claim: Made for Real Life

Summary: Oscar Health has rebranded to enhance consumer choice in health insurance with the introduction of a retail platform called Lucie, aimed at simplifying the selection process. The company's mission remains focused on empowering individuals to confidently make their own healthcare decisions. Their campaign, 'Made for Real Life', highlights the authentic experiences of real members rather than traditional industry imagery.

advertising campaign consumer empowerment health insurance rebranding