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

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