Product Launch Press Release for Multinational Communications Company

A Press Release Article featuring the bigwigs at Bell making strong statements about their company as a customer-focused brand.

With a new multimedia advertising campaign aligned with the launch of the Beijing Olympic Games, Bell will launch its much-anticipated new corporate brand tomorrow.



"The new Bell brand underlines that we are moving forward as a company and as a service provider, with new services, a new strategy and a new goal," said George Cope, President and Chief Executive Officer of BCE and Bell Canada. "It's a straightforward and customer-focused brand that directly supports the Bell team's goal: To be recognized by customers as Canada's leading communications company."

The new Bell logo is a strong and clear representation of the company that proudly wears the traditional Bell blue. The logo - and the "Bell-ements" that make it up - are the visual foundation of the company's new look and new advertising.

Wade Oosterman, Chief Brand Officer for Bell, and President of Bell Mobility, said the brand's combination of strength and simplicity supports the company's strategy of delivering a better customer experience at every level.

"The new Bell brand is clear, bold and instantly recognizable, and the advertising that supports it tells our customers exactly what we can and will do for them," said Mr. Oosterman. "The taglines 'Today just got better' and 'La vie est Bell' reflect our commitment as a company and as a team to deliver on our strategy and achieve our goal."

The new brand taglines are also customizable depending on the brand or ad context. For instance, an ad for the HDTV PVRs from Bell carries the tag "Recording just got better" while a promotion for Bell Mobility GPS services reads "Au milieu de nulle part avec un GPS - la vie est Bell."

To tie the advertising even more closely to the concept of "better" and underline the range of product and benefits Bell offers, the English campaign also makes liberal use of words ending in "er" - faster, easier, music lover, gamer, worker, talker, texter, multitasker - which was also the basis of the company's recent advertising teaser campaign.

For the Quebec market, the company went with a unique tagline rather than a simple translation of the English line, said Rick Seifeddine, Bell's Senior Vice President, Brand: "'La vie est Bell' just works naturally. We found that substituting our logo directly for the French adjective 'belle' in the tagline was an elegant and absolutely irresistible approach."

Underlining the straightforward nature of the brand, some Bell business units will change their names as part of the launch to make clear exactly what they deliver to customers. Bell ExpressVu is now Bell TV, Bell Sympatico is now Bell Internet, and Bell Residential phone service is now Bell Home Phone.