Business Irish

Tuesday 16 October 2018

Vodafone set to rebrand Eircell

Ailish O'Hora

Ailish O'Hora

VODAFONE is to rebrand its Irish mobile arm Eircell and the current name will be dropped by the end of June next.

Until then the company will be known as Eircell Vodafone with the interim rebranding effective from Monday. The move comes just weeks after BT rebranded the Esat Digifone product.

While Eircell executives would not disclose the cost of the rebranding, Kate Hill, the company's head of brand marketing, said the change would not be much above budget.

While Eircell spent just under £30m in advertising last year, BT is understood to be spending up to £7m this year on the rebranding of the company as Digifone, to clarify that it is no longer part of the Esat Group.

The name change, and new logo, come at the same time that BT Wireless, which is to be stripped out of British Telecom, rebrands its whole division under the name O2.

According to Ms Hill, the swift adoption of the Vodafone brand makes sense. "The dual brand mark retains the familiar Eircell logo while introducing the Vodafone identity," she said.

"Over the next nine months, through the use of the Eircell Vodafone identity across all advertising executions and on all key customer communications, our key target audiences will become familiar with the Vodafone brand."

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