Verizon rebrands with its iconic 'Can you hear me now?' slogan, highlighting expanded services and a fresh logo for a new era of connectivity.

The Evolution of Verizon and its Commitment to Innovation

Verizon, renowned for its iconic slogan since the early 2000s, has chosen to rebrand itself to reflect how telecommunications have expanded beyond cellular service in the past two decades.

Introducing the Brand Refresh

The brand refresh launched on Wednesday with a 90-second film introducing a new logo and showcasing people using Verizon’s services in various contexts such as concerts, football games, at home, and on the basketball court.

Notable figures including NFL commissioner Roger Goodell, Cleveland Browns defensive end Myles Garrett, University of Connecticut guard Paige Bueckers, and influencer Analisse appear throughout the ad.

The Campaign Demonstrating Verizon’s Network Versatility

The campaign uses Verizon’s "relentless obsession to get the network in the best place possible" as a springboard to show that the network is much more than just reliability, said Ricardo Aspiazu, VP of creative and brand at Verizon.

"It really was about the strength of the network and how much it’s being used across all these different segments," he added. "It is really, truly part of our lives; it is embedded in everything that we do."

The new logo, featuring a red V with a yellow glow, aims to underscore the meaning of Verizon’s name — a combination of "Veritas" and "Horizon". The design system was created by Turner Duckworth and will roll out across all media platforms and retail stores in the coming months.

The New Strategy for Emotional Connection with Consumers

Verizon embarked on this rebranding when consumer research revealed that people viewed their relationship with the brand as transactional, said David Bower, VP of marketing activation.

"This goes for all telecoms out there, that there is a lack of emotional connection to consumers," Bower said. "We are something people use every day, multiple times a day, but they don't see it, and therefore there's no relationships there."

The original "Can you hear me now?" campaign, which featured a guy traveling around the world checking his phone signal, last aired in 2010. Aspiazu said Verizon is not reviving the tagline but wanted to use it in the campaign to nod to its history.

Distribution Strategy and Social Media Presence

The campaign will run across all major social media platforms with a focus on TikTok.

"TikTok has an audience that is highly diverse, that is younger, and I think part of the goal of this refresh is to be able to maintain our customer base but also capitalize on new and emerging segments that we know are going to drive the brand forward," Aspiazu said.