Bell’s better bet

Bell retired its long-time spokesbeavers Frank and Gordon last month and unveiled a new corporate brand conceived by Zak Mroueh's recently launched Toronto agency Zulu Alpha Kilo, as well as Toronto's Leo Burnett, Montreal's Lg2 and Cossette, also of Toronto.

Bell retired its long-time spokesbeavers Frank and Gordon last month and unveiled a new corporate brand conceived by Zak Mroueh’s recently launched Toronto agency Zulu Alpha Kilo, as well as Toronto’s Leo Burnett, Montreal’s Lg2 and Cossette, also of Toronto.

Bell first launched a two-week teas-er campaign in major markets featuring the letters ‘er’ in support of the tagline, along with portions of the Bell logo, or ‘Bell-ements,’ on billboards and transit stations.

The full campaign was rolled out at the start of the Olympics (Bell is a long-time sponsor), pushing products including a new range of mobile smartphones, the Samsung Instinct touch-screen phone and an unlimited world long-distance plan for Bell home phone customers.

The new logo maintains Bell’s traditional blue, but incorporates a new look and a simpler, more targeted message that revolves around the word ‘better.’ Taglines like ‘Today just got better’ appear in TV, radio, OOH, online and print.

In an ad for HDTV PVRs, for instance, the tag may be ‘Recording just got better.’ And for the Quebec market, there’s a play on words: ‘La vie est Bell,’ with the Bell logo substituted for the French word ‘belle.’

‘The plan is to retake Bell’s position as Canada’s leader in communication,’ says Rick Seifeddine, SVP of brands at Bell. ‘The agencies are relaunching Bell in a big, bold way that’s hopefully new to Canada.’

Some Bell businesses also changed their names last month in a simpler-is-better vein. Bell ExpressVu became Bell TV, for instance, and Bell Sympatico became Bell Internet.