Observed Signal · Sep 29, 2026 · Product Launch · Source: Horizont · Impact: 2/5 · Sentiment: Positive
Yello launches new brand campaign without mascot
German energy provider Yello is launching a new brand campaign focused on its app, moving away from its previous mascot Klyma Wandel. The campaign, created by Mutabor Advertising (MAd), highlights how customers can avoid unexpected electricity surcharges by using the Yello app. Three spots feature a presenter humorously explaining the app's benefits, with AI-generated elements like a skateboarding puppy and raining frogs, while maintaining Yello's signature yellow visual identity. The campaign runs across Germany, with a strong focus on digital out-of-home in 136 cities, plus mobile, online video, streaming, social media, and connected TV formats. Yello's head of brand, Juliane Apel, emphasizes the campaign's goal to make energy simple and provide cost control. The previous agency, Jung von Matt Neckar, remains a framework partner for Yello's parent company EnBW.
The campaign demonstrates a major brand's shift to AI-generated creative elements and a product-focused strategy, which is relevant for the advertising industry as a case study, but not a major industry shift.
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Key Takeaways & Evidence Grounding
- Yello launches a new brand campaign without its previous mascot Klyma Wandel
- The campaign is created by Mutabor Advertising (MAd)
- Three spots feature AI-generated elements like a skateboarding puppy and raining frogs
- The campaign runs in 136 cities with digital out-of-home and other formats
- Previous agency Jung von Matt Neckar remains a framework partner for EnBW
Connected Companies & Entities
1 Entity mapped“Previous agency for Yello, remains framework partner for EnBW...”
Ontology Mapping & Concepts
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