Bell Media has revealed the new Crave branding Previously CraveTV, Crave is now presenting itself as the one-stop-shop for all entertainment, including HBO, SHOWTIME, Hollywood movies, TV series, and Crave originals. The updated branding is the word Crave in all-caps and in a light blue color instead of the previous orange and black.
Jon Arklay, the Senior Vice President of brand, creative and marketing at Bell Media Agency indicated that the rebranding means to show that Crave is “sophisticated, but still fun and approachable.”
From CraveTV to Crave
CraveTV, the previous brand, offered a lot of second-run content. Over time, it began to pick up more first-run content but still remained a “value entertainment” option. With the addition of HBO and movies, the Bell Media Agency marketing team decided that re-branding would be the best option to let viewers know how Crave was changing. The new Crave re-branding heralds the shift to a more premium focus of the platform.
It will now offer two tiers of subscription: Crave, and Crave+HBO+Movies, so that consumers can choose what plan best suits them. Both types of subscriptions are available on different platforms like Web, iOS, Android, Apple TV, Samsung Smart TVs and Xbox. It will also be available on Amazon Fire in the near future as well.
Getting the word out
The re-branding campaign is being pushed out through multiple channels simultaneously. They have used the idea of content mashups to create 30-second spots to help connect with existing and potential new viewers. For example, one mashup is “Crave Moms” which includes well-known female characters like Wonder Woman and the women in red from The HandMaid’s Tale. These groupings are designed to catch people’s attention and make them aware of Crave’s wide variety of programming.
Future for Crave
By re-branding, Crave is shifting their focus from “must-have for TV lovers” to “positioned as the entertainment destination for premium content in Canada,” according to Jon Arklay. Their upgraded entertainment offering is impressive, yet still affordable at around $10 or $20 per month ($10 for Crave and $20 for Crave+HBO+Movies). With a wide selection of HBO series, brand-new movies, water cooler hits (like the Handmaid’s Tale), special kids’ series and iconic TV series like Frasier and Seinfeld, they aim to have something for everyone.