In what may very well turn out to be the most brilliant idea in modern marketing, CBS will unveil a new advertising platform this year: your food. It seems the vast mix of conventional advertising mediums–like print, television, radio, Internet and outdoor–is just too shallow to effectively deliver everything the CBS brand has to offer. So starting this fall, CBS will be coming to you directly from your refrigerator, as a laser imprint on your eggs.
Responding to the overwhelming crowd of entertainment ads in newspapers, magazines and Web sites, George Schweitzer, president of the CBS marketing group, decided it was time to think out of the box and really get in your face. "You can’t avoid it,” Schweitzer chuckled.
The inspiration for the experiment apparently arose from the dismal lack of promising programs for the fall line-up. Without the quality programming to draw bigger audiences, CBS has shifted funding priorities to marketing in order to build positive brand associations through aggressively intrusive messaging.
The tactic has already given new life to CBS’s staff of writers, who are referring to the medium as egg-vertising. Newly inspired slogans are said to include: "CSI” (“Crack the Case on CBS”); “The Amazing Race” (“Scramble
to Win on CBS”); and “Shark” (“Hard-Boiled Drama.”), while ads for new comedy shows include “Shelling Out
Laughs,” “Funny Side Up” and “Leave the Yolks to Us.” Plans are said to be in the works for a new police drama with an ironic edge based entirely on breakfast puns.
The egg advertising follows months of research and development into food-born messaging, with CBS now positioned to corner the egg-messaging market, and staking initial claims in breakfast produce and meats. While basking in the glow of this masterful stroke at CBS, Mr. Schweitzer remained modest. “I think, it’s like, you know good ideas when you see them.”