TBWA New Zealand introduces Kiwis to ‘Wolfie’ – A howling rebrand for The Warehouse Mobile
TBWA\New Zealand has teamed up with The Warehouse to unveil a bold new identity for Warehouse Mobile – now starring a new protagonist, Wolfie. The fun and furry rebrand brings a whole new personality to one of New Zealand’s best-value telco offerings.
With a nose for deals and an insatiable hunger for low prices, Warehouse Mobile’s new “ware-wolf” mascot, is on the prowl for savings and ready to lead Kiwis to fang-tastic mobile deals. Cute and family-friendly, Wolfie brings humour and a whole lot of character to the telco retail category.
“The Warehouse is where New Zealanders hunt for bargains,” says Sachin Khubchandani, pack leader for Warehouse Mobile. “Wolfie embodies that same spirit of playful pursuit – he’s curious, loyal, and loves a good deal as much as our customers do. We wanted a brand that feels approachable, fun and distinctly ours – and Wolfie Mobile does exactly that.”
The full rebrand includes a new tone of voice and visual identity, with executions brimming with personality from “Howl you gonna say no to this?” to “Fang-tastic deals.” The campaign launches across retail, digital and social channels, introducing Kiwis to the newest member of The Warehouse pack.
“Wolfie is about taking an otherwise functional product offering and giving it real bite,” says Shane Bradnick, Chief Creative Officer at TBWA\New Zealand. “Warehouse Mobile has always been about great value, but now it’s got a personality to match. It’s fun, memorable and stands out in a category that can often take itself too seriously. Wolfie isn’t just a mascot; he’s the ultimate bargain hunter, the cheeky spirit of The Warehouse brought to life. AWOOOOOO!”
The rebrand was delivered in partnership with 2degrees, who provide the network, technology and marketing that power Warehouse Mobile. The low-cost telco continues to offer the same great value and coverage Kiwis know and love, now with a whole lot more bite.
Agency: TBWA
Client: The Warehouse and 2degrees
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