Everything Everywhere overhauls Orange, T-Mobile brands

Everything Everywhere (EE) will begin repositioning its Orange UK and T-Mobile UK brands this week in a marketing campaign that will define Orange a premium brand and T-Mobile as a low-cost offering.

The EE marketing plan, which according to a Marketing Week  report will cost around £15 million, will emphasise the key differences between the two brands. Orange will be positioned as he service that offers more than consumers expect, while T-Mobile will be positioned as a value offering, which marketing centered around T-Mobile's new "Full Monty" plan.

The new campaign will see the demise of familiar brand labels, with T-Mobile's "Life's for sharing" tag line being dropped in favour of "What Britain loves." This move will coincide with the launch of the Full Monty plan, which offer unlimited voice, texting and mobile Web usage and seems set to compete head-on with rival 3UK's "All You Can Eat" plans.

For Orange, EE will launch a new 40-second TV advertisement promoting its "Panther" price plan, which offers subscribers free access to mobile services from Sky Sports, The Times and Deezer. It will also aim to highlight how the Orange network can offer its customers new services without them being aware of the complexities.

Spencer McHugh, Everything Everywhere's director of brands, told Mobile Today: "We are extremely proud and privileged to be running two of Britain's most famous brands--T-Mobile standing for brilliant value for money, and Orange showing it goes the extra mile to offer customers more. Our assault on the market is underpinned by ensuring our two campaigns are distinct, and relate directly to the needs of the two customers bases."

Rumours have circulated over the past few months that EE might drop one or both of the Orange and T-Mobile brands or even launch a new brand to illustrate the integration between the two companies. EE CEO Olaf Swantee, had criticised the Everything Everywhere brand in October, labelling it silly.

For more:
- see this Marketing Week article
- see this separate Marketing Week article
- see this Mobile Today article

Related Articles:
Everything Everywhere stays tight-lipped on branding strategy
Everything Everywhere to auction 1800MHz spectrum
Everything Everywhere pours £1.5B into three-year network upgrade plan
Everything Everywhere slashes 600 jobs, criticised over spectrum sale
Everything Everywhere CEO calls brand 'silly,' but analysts praise Q3 results 

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