O2 is to inject £5 million into a new brand refresh, which sees its introduce a new advertising slogan to its nationwide campaign.
The ‘It’s your O2’ tagline, launched in May 2006, will be replaced by ‘We’re better, connected’, which will feature on all O2 branding from now on.
A new advertising storyline, depicting creatures communicating within an underwater community, launches on April 10 through a range of media including TV, outdoor, cinema and online.
O2 UK marketing director Sally Cowdry said: "We’ve had incredible success with the O2 brand over the past six years, quickly establishing it as a leading UK brand.
"But we need to keep the brand fresh, reflecting changing market conditions and customer priorities. Customers are very much at the heart of our business but the role of O2 in their lives is changing. So our focus is now on empowering and enabling them to better connect to people and things that matter."