The telecommunications brand has confirmed that ‘I am' will be its new strapline for the global campaign, which breaks in the UK on 5 July.
The campaign, created by Fallon, uses lines such as ‘I am who I am because of everyone' and ‘I am all the boys I've kissed and the ones I will'. The fresh positioning follows a raft of structural changes that company chief executive Tom Alexander announced earlier this month.
A heavyweight TV, radio, print and outdoor campaign will encompass 120 different global executions. Outside the UK, the global signature for the campaign will be ‘Together we can do more'.
Jonathan Morley, Orange's global head of brand, said that the strong marketing push was the company's biggest campaign to date. ‘This is a massive investment and is the culmination of 18 months of work. This is a reassertion of Orange's point of view and will highlight what differentiates us from other brands.'
See this week's Marketing for more.
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