The challenge: Rebrand the (then) number one prepaid wireless phone company with an actual brand that would stave off the coming onslaught of offering from the big boys.
The solution: New look, new attitude. Hammer home Tracfone's unique features with a smartly agressive tone wrapped inside the new brand colors. You know, so people might actually recognize the packaging whilst trolling K-Mart. Sadly, the solution did not also include several million in media dollars.