Sunrise comes - Diax goes

The merger of Sunrise and Diax claims a prominent victim: the Diax brand.The merger product TDC Switzerland wants to appear on the market only as Sunrise. Speculation that Diax would be used for mobile and Sunrise for the fixed network proved to be wrong. The changeover to the single name is planned for March 1. An advertising campaign adapted to the new circumstances is to be launched at the end of April. TDC communications chief Monika Walser could not tell WerbeWoche whether it will come from Sunrise agency Lowe Lintas GGK or Diax's Zurich-based McCann-Erickson, or whether it will have to be pitched. "It is too early to discuss agencies," she explained. Walser had come to TDC from Diax. (sm)