Yahoo CMO Elisa Steele described the effort as "much more than an advertising campaign. It's about how Yahoo delivers its promise to the market in everything we do. Our brand strategy shows our commitment to delivering personally relevant online experiences."
The company said the campaign was based on "extensive consumer research," but All Things D's Peter Kafka predicts the "Y!ou" won't be popular with copy editors or consumers.
The campaign will launch on September 28 in the US and October 5 in the United Kingdom and India, and extend into 2010, as well as other developing markets.