O2 set to end long-running ‘Be More Dog’ campaign

O2 is set to end its award-winning ‘Be More Dog’ campaign and has begun the process of steering staff away from using the slogan.

The campaign, which first launched in 2013 and features a cat playfully asking consumers to ‘Be More Dog’, had become a mantra for the mobile network brand. It even trained more than 600 members of staff to implement the brand philosophy in their day-to-day work.

However, Marketing Week understands that O2 is dropping the long-running campaign as it prepares to “imminently” launch a new brand positioning. In-store marketing of ‘Be More Dog’ has been removed from O2 branches and its latest TV campaign features the line ‘With love from O2’. That messaging has been replicated in-store.

A source says: “Staff have been told to forget all about ‘Be More Dog’ and O2 feels the campaign has reached its natural end.”

While ‘Be More Dog’, which has previously been nominated for a Cannes Lion, is set to be axed, O2 will consider bringing it back in the future. Currently, O2 is said to be most focused around evolving its marketing, with agency VCCP tasked with finding a fresh direction.

In a short statement, O2 refused to confirm or deny that it would be ending Be More Dog, saying it would continue “for the time being”. A spokesman said: “We are always looking at new ways to evolve the O2 brand but at this time Be More Dog continues.”