04 Sep'17

Dolmio, BT and McCain launch new brand positioning


Dolmio, BT and McCain have recently launched new campaigns all implementing a ‘real-life’ family image into their brand, rather than puppets, humour, and tradition.



Dolmio’s (a Mars Food brand) previous brand image was the Italian husband and wife puppets. Their new TV advert is set in a family home when the father and son are unenthusiastic about leaving their video game to have dinner. This is until they know that it is spaghetti bolognese (with, of course, Domino sauce) for dinner.


The Drum quote Clarence Mak, Global Chief Marketing and Customer Officer of Mars Food, stating “This campaign stems from what we know about families – sometimes dinnertime can be the most stressful part of the day. We wanted to show the power of our brand – a delicious, tempting meal can bring every family together.”





BT’s most recent campaign does not include celebrities (some previous recent examples included Ryan Reynolds, Alec Baldwin, and Ewan McGregor) in adverts. Instead, they focus on their broadband products in the family home. In the new advert, a young girl tries to show her grandpa her bird via a video call. As the the girl chases the bird round the house and in the garden, she remains connected with her grandpa.


Marketing Week made a link between BT’s new branding and the recent negative press they have received. This includes OfCom’s recent findings that BT has the most customer complaints of any broadband provider. BT’s new TV advert could be interpreted as a response to this criticism, as they promote their broadband as a reliable product in the home.





Another brand that has also followed the trend is McCain. They have altered their brand positioning from the “traditional” nuclear family image, to explore the spectrum of different family units. This includes, adopted mums, ‘grans that put you to bed’, ‘two daddies’, half-brother, friends, ‘sister from another mister’.

This follows the 2016 campaign ‘Mummy or McCain’ which gained some negative feedback online for promoting gender stereotypes.





Photo credit: ‘Branding’ by Limelight Leads on Flickr. Licensed by CC BY 2.0