US Mobile network Mint Mobile has been acquired by T-Mobile in a US$2 billion (AU$3 billion) deal but, despite its new corporate overlords, owner Ryan Reynolds has said that the brand’s “reckless messaging” will remain.
The acquisition was announced, in typical Mint fashion, in a humorous Instagram post on Reynolds’ account.
View this post on Instagram
In the spot, Mike Sievert, CEO of T-Mobile announced the plan to acquire Mint as it shares its “customer-first commitment.”
The spot then switched to Reynolds, who explained that Mint has run on T-Mobile’s network since it started.
Sievert said that he was happy to have Reynolds and the Mint team join the T-Mobile family.
“I wouldn’t call it a family, Mike. Family is the place for misdirected hopes and dreams. I’m hoping this will be much better than that,” quipped Reynolds in reply.
“And T-Mobile has assured me that our incredibly improvised and borderline reckless messaging strategy will also remain untouched,” added Reynolds.
The brand’s messaging is genuinely funny. In a spot posted two weeks ago on Reynold’s Instagram, he explained that Mint could offer its US$15 per month pricing because it sublet its adverts to other brands.
View this post on Instagram
Rather than acquiring Mint directly, T-Mobile has purchased its parent company, Ka’ena Corp., in a 39 per cent cash and 61 per cent stock deal. T-Mobile expects the deal to close later this year.
Not all customers were happy with the deal, despite the humorous announcement.
“There goes competition in the marketplace to keep prices down,” wrote one Instagram user.
“This is soooooooo disappointing. I left T Mobile to come to Mint Mobile because I hated it so bad,” wrote another.
“I must say, Sir, your @mintmobile ads featured your finest acting; your customers, yours fans – you convinced them you were different, you convinced them that you cared and were doing something to help. It means nothing to you, but to everyone who was relieved to save money, it was a big deal. How dare you?” commented one particularly angry user.
Fellow actor Michael B. Jordan seemed more enthused about the deal, commenting:
“👏🏾👏🏾 well done.”
Reynolds has something of the Midas touch when it comes to investing. He also recently sold his Aviation gin brand for US$610 million (AU$920 million).
Please login with linkedin to commentmint mobile
Thrive PR Melbourne has kicked off the year with new appointments, promotions and a new leadership team, marking the delivery of a transformation strategy that’s seen the agency diversify and strengthen its corporate, consumer and integrated digital service offering in Victoria. Lead image: (L-R) – Sophie Maguire, Melanie Campbell, Nathan McGregor, Zoe Raknes, Erika Rutledge, […]
Forbes Australia has announced a slew of new speakers for its second annual Forbes Australia Women’s Summit: ‘Power Rising’. The ‘Power Rising’ event will take place at the Roslyn Packer Theatre in Sydney, led by a star-studded line up of female speakers. “We often learn as much from stories of hardship and failure as we […]
Iconic Australian ad guru Russel Howcroft and industry up-and-comer Freddie Young from Good One Creative have today launched their experimental, no spin advertising podcast, AdMission, in partnership with 9Podcasts. AdMission tells the uncensored stories behind the world’s most talked about brands, ideas, campaigns, advertising news and industry screw ups, as well as offering sharp insight […]
B Corp shop Paper Moose promises all the paper in its name was recycled as it reveals new ethical investment campaign.
According to a new study from CPR First Aid has revealed that Aussies’ most Googled personal goal in the summer is losing weight, new research has found. Their next most researched summer objective is healthy eating, followed by drinking more water. This time of the year, Aussies want to stop snoring and quit smoking more […]
Businesses are integrating customer data platforms with AI and analytics to personalise customer experiences and drive business success, according to a new report from Twilio Segment. Lead image: Kathryn Murphy, SVP of product and design, Twilio. The fifth annual Customer Data Platform Report, which reflects the findings of anonymised usage data from Twilio Segment’s more […]
Word of Mouth Digital, a Sydney-based full-service digital marketing agency, has announced the addition of six diverse brands to its expanding client portfolio. Lead image: Alex and Tash Williams These new partnerships span various sectors, including pet care, cognitive health, home construction, wellness, and retail, showcasing the agency’s commitment to fostering growth through strategic collaboration […]