With Frank and Gordon dispatched back to the wilderness last week, BCE Inc. is launching a new marketing campaign Friday to replace the animated beavers.

With the tag lines “La vie est Bell” in Quebec and “Today just got better” in the rest of the country, Canada's largest phone company hopes to reposition itself against formidable competitors in the wireless, TV, Internet and land line communications market.

“The new Bell brand underlines that we are moving forward as a company and as a service provider, with new services, a new strategy and a new goal,” George Cope, president and chief executive officer of BCE and Bell Canada, said in a news release. “It's a straightforward and customer-focused brand that directly supports the Bell team's goal: To be recognized by customers as Canada's leading communications company.”