B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • WPP
  • B&T Women in Media
  • AFL
  • Thinkerbell
  • NRL
  • Pinterest
  • Anthony Albanese
  • State of Origin
  • imaa
  • ARN
  • Meta
  • Spotlight on Sponsors
  • AI
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Virgin Mobile brand chases 'maturity'
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Advertising > Virgin Mobile brand chases 'maturity'
Advertising

Virgin Mobile brand chases 'maturity'

Staff Writers
Published on: 8th August 2013 at 10:41 AM
Staff Writers
Share
2 Min Read
SHARE

Virgin Mobile has this morning revealed a refreshed brand positioning, added a dash of purple to its palate and emphasised a more customer-focused approach.

The refresh brings the telco in line with the Virgin master brand and is designed to emphasis the brand’s “maturity”.

“After 12 years in the market, our customers are more mature and we need to ensure we grow up with them,” Nicole Bardsley, director of brand and communications, said.

“Our new brand acknowledges this maturity, while recognising the value of our customers place on our connection to the Virgin Family.”

The telco, which has until now projected itself as a challenger brand, is growing up with a business now focused on retention with a “more customer-centric brand positioning”.

The new logo features more white space, emphasises the ‘Virgin’ and now features purple to bring it in line with the Virgin master brand.

 New products have also been launched today with return international flights to locations such as Vanuatu, Fiji or New Zealand and a new phone on offer 12 months after customers re-sign up to the Irresistible Plan or equivalent for 24 months.

Havas, Starcom and One Green Bean worked on the repositioning along with brand agency Generation Alliance.

Doug Pitt, the brother of tinseltown star Brad Pitt, will not be back as face of Virgin Mobile.

 Pitt was brought to Australia and featured in TVCs for the brand last year for its ‘A Fair Go For All’ positioning.

http://www.youtube.com/watch?v=9OpoNtjR_uA

http://www.youtube.com/watch?v=gHYJENgZeKM

More to come from today’s launch event shortly. 

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Is Local Knowledge Key To Fighting Growing Trend of “Mediocre” AI-Powered Global Creative Work?
03/07/2025
Orchard Appoints Anthony Del Rio To Spearhead Its New Dedicated Experimentation Practice
03/07/2025
Koto Launches Tripadvisor’s New Brand, Celebrating Real Stories From Real Travelers
03/07/2025
Connect By Live Nation Reveals The Influence Of Country Music In Aus Through Latest Study
03/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?