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In Ireland, there’s a new type of budget mobile sector gaining popularity: value. It’s creating a sector that is often patronising, youth-focused and fixated on being ‘cheap’. By appealing to the savviness of bargain hunters Superunion created a new brand that would compete in this market but differentiate itself as value ‘led’. By stripping out colour, cutting a few corners here and there, and keeping the TOV deadpan, dead simple and dead honest, Clear Mobile gave customers everything they need and nothing they don’t.