Cox Communications Introduces New Brand Icon - “Digital Max”
Brand Icon to Embody What it Means to be a Friend in the Digital Age
ATLANTA – Cox Communications Inc. this week unveiled its new brand icon, “Digital Max,” in several of its markets through television advertising. Cox plans to fully integrate Max into the company's advertising, web sites and other customer communication vehicles by end of summer in all its markets. Digital Max will become the new unifying voice, face and personality for Cox's existing brand promise: “Your Friend in the Digital Age.”
Developed in partnership with Cox's general agency Doner, Digital Max is a digitally-animated three-dimensional character who lives in the real world – interacting with Cox's customers and enjoying the company's many services. Max is always in the know about new digital products and services and loves to tell his friends and neighbors how easy it is to get connected.
As Cox introduces more features and choices in its digital portfolio of advanced services – from new high speed Internet packages and home networking to On Demand and interactive television, Max will help consumers understand how they can benefit from these new Cox services.
“Digital Max is our new voice in an increasingly crowded competitive arena in which the choices and messages in the marketplace have become nearly dizzying to consumers,” said Dena Malsom, director of marketing communications and branding, Cox Communications. “As we experience an explosion in digital entertainment and online capabilities, Max will help us simplify the message and connect with our customers in a memorable and often amusing way.”
The brand icon also will become incorporated into www.cox.com and www.cox.net as a friendly and familiar character in assisting customers who log on to pay their bill and answering questions about their account or service.
“We feel Max's humor and unique identity will serve to remind consumers that Cox, the original bundler of voice, television and Internet, is still the go-to company for the best in digital entertainment and broadband,” said Joe Rooney, senior vice president of marketing.
About Cox Communications (www.cox.com):
Cox Communications Inc., a Fortune 500 company, is a multi-service broadband communications company with approximately 6.7 million total customers, including approximately 6.3 million basic cable subscribers. The nation's third-largest cable television provider, Cox offers analog cable television under the Cox Cable brand as well as digital video service under the Cox Digital Cable brand, featuring advanced services including digital video recording, high-definition television and video-on-demand. Cox provides an array of other communications services including local and long-distance telephone under the Cox Digital Telephone brand, high-speed Internet service under the Cox High Speed Internet brand, and home networking. Commercial voice and data services are offered via Cox Business Services. Local cable advertising, promotional opportunities and production services are sold under the Cox Media brand. Cox is an investor in programming services including Discovery Communications Inc. Cox Communications is a wholly-owned subsidiary of Cox Enterprises Inc.
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Editor's Note: Samples of Cox's television advertising can be accessed at www.cox.com/about/newsroom under “Advertising.”