The campaign, which first launched in 2013 and features a cat playfully asking consumers to ‘Be More Dog’, had become a mantra for the mobile network brand. It even trained more than 600 members of staff to implement the brand philosophy in their day-to-day work.
However, Marketing Week understands that O2 is dropping the long-running campaign as it prepares to “imminently” launch a new brand positioning. In-store marketing of ‘Be More Dog’ has been removed from O2 branches and its latest TV campaign features the line ‘With love from O2’. That messaging has been replicated in-store.
A source says: “Staff have been told to forget all about ‘Be More Dog’ and O2 feels the campaign has reached its natural end.”
While ‘Be More Dog’, which has previously been nominated for a Cannes Lion, is set to be axed, O2 will consider bringing it back in the future. Currently, O2 is said to be most focused around evolving its marketing, with agency VCCP tasked with finding a fresh direction.
O2 did not respond to Marketing Week’s request for comment in time for publication. An O2 response will be edited into this story once it is received.
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