CBS All Access Becomes Paramount+ in Nostalgia-Driven Rebrand

Nostalgia marketing combined with The Plus Sign™ could make CBS All Access more relevant in the streaming space.

We all remember the Paramount Pictures intro of yore—that clip with the stars flying in from the wings to surround a v majestic mountain, signaling your movie was about to begin.

That embedded memory could be why ViacomCBS’s existing premium streaming platform—CBS All Access—just got rebranded to “Paramount+” with the help of Droga5. 

Throwback

Back in 2018, when Viacom rebranded the cable channel Spike as Paramount Network, the then-network president, Kevin Kay, told Adweek that the Paramount brand “means what original programming is: great stories, great storytelling, great characters, [and] great talent…It has no negatives. We did the research.”

Perhaps some of that research had to do with nostalgia… 

  • When Warner Bros. rebranded its logo in November 2019, about 89% of consumers studied preferred the old Warner Bros. logo from 1984 to the new one, per Visual Objects

+1: Some nostalgia marketing seems like a particularly effective strategy in 2020, the worst year ever, as nostalgia typically becomes more appealing in times of crisis. 

Bottom line: Nostalgia marketing combined with The Plus Sign™ could make CBS All Access more relevant in the streaming space.


Via Morning Brew

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