Blackberry marketing focuses on strengths of its past with ‘Classic’ handset launch

Blackberry’s marketing is going “back to its roots”, pushing the “traditional” Blackberry experience with its new handset, the Blackberry Classic.

BlackBerry has introduced the tagline “Your Power. Upgraded” for its latest phone as it focuses on the functionality of its devices. The video plays up the business features including access to email, screen space and battery life.

It is aimed at BlackBerry “loyalists” and convincing them to upgrade to the new device.

It has also updated features such as the app library, offering access to Amazon’s app store and a better camera. The handset is available for pre-order in the UK for £349.

At yesterday’s (17 Dec) device launch, CEO Jon Chen suggested that a traditional “qwerty” keyboard is a feature that was missed by its users when the brand began changing its interface to focus on touch screens in 2012.

Blackberry has struggled in the smartphone market and now has less than 1% share of the smartphone market. In March it released its Q3 results showing a 5% drop in revenue. Its latest results are due out tomorrow (18 December).

Chen has long been planning to take the company back to its “heritage and roots”. The company’s director of global brand marketing, Robert Glen, told Marketing Week that it is looking to tap into “latent love” for the brand to bring the company back to health.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here