Plusnet rebuilds brand with new fluffy champion of value

The value broadband provider has launched a new, social-first identity that speaks to consumers who want to save on everyday essentials. A cross-agency team from Publicis Groupe worked alongside Plusnet’s in-house creative agency, The Exchange, to develop the refreshed identity and create brand mascot Plusso.

The British internet service provider’s new brand platform, ‘Massive Value. Massive Plus’, celebrates its commitment to helping consumers save money. Key to the updated brand is Plusso, its pink, fluffy cheerleader who loves sharing great deals with Plusnet’s audience.

Jason Wood, principal, group brand at The Exchange, says: "We’ve rebuilt Plusnet’s identity from the ground up, looking at every element of the brand, from colour, typography and logo through to iconography, motion, tone of voice and its sonic identity. The result is an identity that’s bold, playful and full of personality, but also a robust, flexible system that can work just as hard everywhere Plusnet shows up.

"We also worked together with Publicis to develop Plusso’s character and make sure he fit into our wider identity system (it takes a village to raise a giant pink fluffy plus). Every element has been designed to feel unmistakably Plusnet, and to give ‘Massive Value. Massive Plus’ a brand world that can keep growing."

Alongside the rebrand, Plusnet has launched a tongue-in-cheek, social-first campaign to introduce Plusso. Featuring a series of audition tapes starring familiar faces including Charity Shop Sue and George Baggs, the campaign forms part of the brand’s revised, entertainment-led approach to social, which aims to bring more personality and humour to its channels.