Annie, the CGI sheep, does things a little differently, just like Cox Mobile.

Cox Communications’ mobile phone service, Cox Mobile, today announced a new marketing campaign, featuring Annie, a CGI sheep.

The mascot’s brand was designed to reflect the values of Cox Mobile customers, according to a press release — she’s “kind, honest, purposeful and independent, a champion of individuality.”

Annie was designed to represent Cox Mobile’s customer-focused approach to mobile plans, which enable customers to pay for only the data they need, and which allow customers to change plans at any time, the company said.

Cox looked to make Annie unique by placing a signature lightning bolt “tattoo” on her wool. It’s designed to be a “visual representation of celebrating what makes each customer different,” Cox said.

Cox announced the nationwide launch of Cox Mobile at the Consumer Electronics Show (CES) in January.

“With unlimited talk and text and no term agreements, Cox Mobile customers have access to two simple data plans designed with their needs and budget in mind,” Cox said in the Cox Mobile marketing release. Those plans include Pay As You Gig and Gig Unlimited.

“We recognize that our customers don’t want a “one-size-fits-all” mobile experience from their provider” Mark Lawson, Cox Communications executive vice president, chief marketing and sales officer, said in a prepared statement. “We created Annie to represent Cox Mobile’s commitment to providing a better, more individualized mobile experience.”

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