'Black, white, green, red/Can I take my friend to bed?' Verizon uses a silly Beatles song in ads for its 'Veriations' package of services

August 6, 2002

2 Min Read

NEW YORK -- Verizon Communications today revolutionized the consumer communications market, announcing a comprehensive package of services -- local phone services, long-distance, regional toll, DSL and wireless -- all from Verizon, available with one call, and all on one bill. Verizon's offer of a comprehensive package and fully integrated billing is unique among its competitors, including long-distance carriers, competitive local exchange carriers and cable TV companies. The package, called "Veriations(SM) All," is the newest of Verizon's "Veriations" series of service packages. It gives consumers the ease of one point of contact for all their telecommunications services and the added value of package pricing. "Our Veriations All plan is bigger than MCI's Neighborhood and more unlimited than AT&T's Unlimited. It's the only package our customers can get from a single supplier with a single bill, and the only package to wipe away distinctions between wireless and wireline calling," said Ivan Seidenberg, Verizon CEO. Effective today, the ultimate consumer telecommunications package, Veriations All, is available in Massachusetts and New York. In September, the package will be available in New Jersey and Pennsylvania. The rollout will continue into 2003. In a separate release: There's no better song than The Beatles' "All Together Now" to tout Verizon's new "Veriations All" package, which includes all of the company's products and services at a discount and on one bill. Advertising starts today across New York state and in the Boston market. The lyrics of The Beatles' popular 1968 hit "All Together Now" are the theme customers will hear and see throughout all the campaign. Veriations All is Verizon's innovative and comprehensive package of telecommunications services for consumers -- including local and toll phone service, Verizon Long Distance, Verizon Wireless, and high-speed Verizon Online DSL Internet access -- which is available on one bill. The package will be introduced today in New York and Massachusetts. Advertising to support the Veriations All plan will include television, radio, print, in-store merchandising, direct mail, bill inserts and other media. The advertising campaign was created by DraftWorldwide New York. "We couldn't find a better fit with our Veriations All plan than The Beatles' song," said Marquita Carter, Verizon executive director of Marketing Communications. "Not only is the title a great match, but the tone of the song is upbeat and festive. And that's the takeaway we want for our customers when they hear about Veriations All. We want customers to know they can now get all the telecom services they need from Verizon with the convenience of one bill and 'All Together Now' says that in a way only the Beatles could do." Verizon Communications Inc.

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