Verizon is revamping its model with a brand new visible identification and advert marketing campaign, in line with a press launch, a shakeup accompanied by the rollout of further perks and applications for subscribers. The telecommunications large’s brand has been simplified and is now anchored by a lighter pink “V” wordmark in a customized Neue Haas Grote font that features yellow-gold accents underscoring the that means of the corporate’s title. Verizon is a portmanteau of veritas, Latin for “reality,” and horizon, signifying a glance towards the longer term.
“Verizon is among the most recognizable manufacturers. By listening to our prospects, we proceed to considerably evolve our choices and model promise to attach individuals when it issues most on our dependable community,” mentioned Verizon Chairman and CEO Hans Vestberg in a press assertion. “We by no means cease pushing the trade ahead and delivering extra worth to all of our prospects. This subsequent chapter is a continuation of our journey of service and innovation.”
The streamlined look, which ditches a checkmark flourish launched in 2015 and has already drawn comparisons to Netflix, might be carried out throughout Verizon’s advertising, digital channels, web sites, apps and retail touchpoints over the following a number of years. Verizon mentioned the adjustments will shore up “momentum within the enterprise whereas staying inside present investments.” Turner Duckworth, a Publicis Groupe design store, was behind the branding overhaul.
To unveil the makeover to customers, Verizon is launching an advert marketing campaign that harkens to a “Can You Hear Me Now?” marketing campaign that was ubiquitous within the 2000s, when cell adoption soared. The unique inventive starred actor Paul Marcarelli, who notoriously jumped over to rival Dash, now a part of T-Cellular, in 2016 after 9 years with Verizon.
The newest iteration of “Can You Hear Me Now?” options an actual Verizon community engineer taking up the mantle of the “take a look at man” and depicts an array of conditions the place sturdy connectivity issues, together with finishing cell transactions, juggling a chaotic family with a number of children and filming movies for a TikTok-like app. The Group, Ogilvy and Momentum Worldwide are amongst Verizon’s company companions on the advertising effort.
Verizon joins different entrepreneurs in resurrecting slogans that have been in style when linear TV was dominant to faucet into nostalgic fondness for the ‘90s and early aughts. Sprite just lately introduced again “Obey Your Thirst,” a platform that first bowed 30 years in the past, with the purpose of reaching Gen Z customers.
Verizon’s advertising refresh might drive curiosity in new merchandise like a MyHome plan that extends the provider’s in style MyPlan cell subscription providing into the house web enviornment. The agency has additionally tweaked its cellphone trade-in program and debuted a Verizon Entry platform providing pre-sales, free giveaways and different perks tied to fascinating occasions, reminiscent of Copa America soccer matches and NFL video games. Advert campaigns are working in assist of MyHome, the trade-in upgrades and a partnership with Spanish-language content material companion ViX.
Verizon kicked off 2024 with a brand new CMO in Leslie Berland, who took over prime advertising duties following the departure of longtime government Diego Scotti. Berland joined the enterprise from Peloton, the place she spent lower than a 12 months.
