Verizon last week got a new logo, and now the company is making a big brand push to illustrate its new identity.
The company's latest campaign, "Better matters," launches Thursday and features new spots by Wieden & Kennedy, which won brand and strategy work earlier this year. The campaign will be a series of ads that aims to highlight "the company's 4G LTE network, its capacity, reliability and coverage as well as its unique access and exclusive offerings, such as Verizon's NFL Mobile app," according to a statement. The campaign is the "next element the company is using to bring to life Verizon's network capability and the difference it makes in people's lives by delivering the connections that matter to them."
Ads will appear during high-profile events like college football and NFL games and will be supported by online, print, digital and outdoor marketing.
"Better is how we differentiate our brand in the marketplace," said Melissa Garlick, senior VP-brand creative marketing for Verizon, in the statement. "At its core, Better Matters exemplifies that the network you choose and the access it provides makes a difference."
In August, Verizon said it will stop subsidizing new smartphone purchases, offering customers only two options: either buy the phone outright or pay $20 per month for it. The company also said it was rolling out data packages in sizes small through x-large that range from $30 to $80 per month.
Verizon acquired AOL for $4.4 billion in late June. The carrier's mobile video service, Go90, is also expected to launch in the near future. The service is said to offer free shows aimed at younger viewers.