Wanadoo Today will make its debut in a TV ad campaign breaking this week, which marks a move away from targeting the mass market toward a more youthful audience.
The France Telecom-owned broadband provider believes the positioning will establish a point of difference from mass-market rivals such as BT and AOL and has allocated more than half its £30m budget to the launch.
The campaign, which has been created by M&C Saatchi and will run for the rest of the year, will be supported by outdoor, print and online activity.
The umbrella brand will support Wanadoo's imminent roll-out of its internet telephony service and, eventually, the offer of film content via broadband, tipped to launch later this year.
Last year Wanadoo held talks with Orange about the merging the two to challenge the dominance of BT, but it has decided to develop co-branded communications services instead.
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