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Trends, commentary, and insightful rants from the bleeding edge of advertising, content & branding.

CBS Viral Eggvertising: There’s a fine line between clever and stupid…


NY Times reports on CBS’ fall campaign to brand shows on the surface of 35 million eggs.

Some of their planned slogans: “CSI” (“Crack the Case on CBS”); “The Amazing Race” (“Scramble to Win on CBS”); and “Shark” (“Hard-Boiled Drama.”). Variations on the ad for its Monday night lineup of comedy shows include “Shelling Out Laughs,” “Funny Side Up” and “Leave the Yolks to Us.”

Newspapers, magazines and Web sites are so crowded with ads for entertainment programming that CBS was ready to try something different, said George Schweitzer, president of the CBS marketing group. The best thing about the egg concept was its intrusiveness.

“You can’t avoid it,” he said. He liked the idea so much that he arranged for CBS to be the only advertiser this fall to use the new etching technology. The CBS ads are the first to use imprinting technology developed by a company called EggFusion, based in Deerfield, Ill. Bradley Parker, who founded the company, wanted to reassure shoppers that egg producers were not placing old eggs in new cartons, so he developed a laser-etching technique to put the expiration date directly on an egg during the washing and grading process.

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