“T-Mobile Girl” out in new campaign


T Mobile USA, Inc.Carly Foulkes is out as the “T-Mobile Girl,” and the company appears to be opting for a new campaign instead of the pink-donning spokeswoman. The cell phone company did not have the “T-Mobile Girl” in its latest ad campaign, and Foulkes didn’t show up to a press event in New York City announcing a new pricing strategy.

She had been in nearly every T-Mobile television commercial and print ad for the last three years, so her absence was notable. While there has been no official announcement that the “T-Mobile Girl” is being ditched, critics reading the clues seem to think she’s now gone. When The Inquisitr asked about the situation, T-Mobile responded with a statement that seemed to leave questions hanging:

“As T-Mobile un-leashes its bold new plans to reinvent the way people purchase wireless, we’ll be launching a new brand and advertising campaign to clearly show consumers how T-Mobile is shaking up the restrictive industry model. This campaign represents a new direction for the brand — offering consumers a simple choice. As such, the current campaign will not feature the character of the T-Mobile Girl, however she is still a part of the company’s brand family. We’re shooting from the hip and think you’re gonna love our cage-rattling approach.”

The company also told Business Insider that the “T-Mobile Girl” remains part of the company’s brand family, but that was interpreted to mean that she won’t be coming back.

The 24-year-old actress made her debut for T-Mobile in the fall of 2010, setting off a pink theme for its commercials and becoming a well-recognized symbol of the cell phone provider.

While Foulks may be gone as the “T-Mobile Girl,” the company is still pushing forward aggressively with its marketing strategy. This week it announced that it would drop two-year contract plan and replace it with a less expensive per-month model. The strategy is seen as a way for T-Mobile to set itself apart from competitors AT&T, Verizon, and Sprint.

See The Inquisitr story here

RBR-TVBR observation: While spots featuring Foulks were attention-getting, they seemed at best a branding exercise. The disconnect was likely that because she drove her motorcycles very fast, it was supposed to mean T-Mobile’s 4G speed was fast. That point was likely missed by many. The new effort is much more utilitarian than experiential, and understandably, she need not apply. In this economy, people are looking for mobile service that doesn’t lock you in to two more years every time you upgrade a phone or adjust your plan. This is why so many no-contract cell providers are stealing market share.