HBO Max isn’t any extra, and Warner Bros. Discovery’s complete advertising marketing campaign for its new streamer is formally underway.
Final week, the corporate rebranded HBO Max merely as Max, combining its content material with Discovery+’s and promising a bunch of tech upgrades, a brand new tagline and a refreshed model coming Could 23.
One of many adjustments stealing probably the most headlines is the platform’s colour.
Gone is the signature purple related to HBO Max, and as a substitute is a brand new blue. As the corporate defined to Adweek, the change is supposed to sign its broader catalog and a better-functioning product.
Why so blue?
Warner Bros. Discovery international CMO of streaming Patrizio “Pato” Spagnoletto advised Adweek that the corporate initially thought of a number of different colours—together with staying with purple—however went with blue as a result of it discovered the choice was “probably the most favored colour, universally.”
Max joins a number of different streaming providers that use the colour blue, which was a focus of a lot of the web chatter, particularly contemplating Warner Bros. Discovery executives touted differentiation as a key precedence for the rebrand in the course of the announcement final week.
“There’s several types of blue, and for those who put us in juxtaposition to Disney or Paramount or Prime [Video], they appear completely different,” Spagnoletto mentioned. “With our blue and the way in which that the emblem is designed, what we have been going for is a mix of premium however accessible.”
Spagnoletto acknowledges time will inform if the streamer’s emblem passes with flying colours.
“Customers will inform us if we bought it proper, and we expect we did,” Spagnoletto added. “However there’s sufficient room on the planet of blue to nonetheless differentiate ourselves.”
Max goals to be an upgraded model of the prior HBO Max and Discovery+ platforms (although Discovery+ can even stay a standalone service) and can largely keep on the similar value level as HBO Max, with tech that guarantees improved cost choices, navigation menus, shortcuts and loading speeds.
“Our principal job was to not simply get the model out however to get the positioning and the worth propositioning out,” Spagnoletto mentioned. “Individuals might have opinions on the blue or Max or no matter, however that’s OK. It takes time to determine a model, and off we go.”