Updated

Updated · MarComm News · Jul 16

Bray & Co Launches Fidium Fiber Campaign Through June 2027, Claiming Speeds Up to 40x Faster

Updated

Updated · MarComm News · Jul 16

Bray & Co Launches Fidium Fiber Campaign Through June 2027, Claiming Speeds Up to 40x Faster

Q: With 8 Gig speeds and WiFi 7, is the average home even ready for the internet Fidium is selling?

No. For most households, Fidium’s 8 Gig service and WiFi 7 are more future-facing than necessary today. The core of Fidium’s pitch is still strong: fiber is materially better than cable for many homes because it offers lower latency, symmetrical upload and download speeds, and more consistent performance under load. Those benefits matter for remote work, gaming, video calls, cloud backups, and homes with many connected devices. In that sense, Fidium is selling a real upgrade. But 8 Gig is far beyond what the average household can use. Most homes function well on roughly 200 to 500 Mbps, and even heavy-use families often do fine with 1 Gig. An 8 Gig connection equals 8,000 Mbps, which is far more bandwidth than typical streaming, gaming, browsing, and smart-home use requires. WiFi 7 adds another readiness problem. To take full advantage of multi-gig speeds, a home needs more than a fast fiber line: it needs a WiFi 7 router, compatible phones and laptops, and often multi-gig Ethernet ports, switches, and newer cabling inside the home. Many devices still cannot use those speeds, and many online services cannot deliver data fast enough to saturate an 8 Gig connection anyway. So the average home is ready for fiber, but not necessarily for Fidium’s top tier. The practical sweet spot for most buyers is likely lower-speed fiber plans, which still deliver the biggest benefits Fidium is advertising without paying for capacity most households will not use.

1 articles · Updated · MarComm News · Jul 16

Bray & Co unveiled “The Fidium Effect,” a second-generation Fidium Fiber campaign built around a new sonic logo and a 30-second TV spot showing a family experiencing the service’s upgrade effect.
Up to 40x faster speeds than cable anchor the pitch, with Fidium also touting support for 100 devices at full speed and identical upload and download performance to push switching from cable rivals.
The campaign is aimed at breaking consumer inertia in a category where many see internet providers as interchangeable and switching as disruptive, time-consuming and not worth the hassle.
Through June 2027, the 360-degree effort will run across TV, online video, radio, out-of-home, print, digital, paid social and experiential channels under the “Fiber Up” tagline.
The new work follows Fidium’s 2025 “Floating On Air” campaign, shifting from brand-awareness gains toward consideration and conversion while highlighting no contracts, a 30-day money-back guarantee and simple pricing.