TELETOON Canada Inc. today unveiled refreshed branding for its popular English-language and French-language classic cartoon network, TELETOON Retro. With a presence in over 8.5 million homes across the country, TELETOON Retro has the top subscriber penetration of any all-digital Canadian specialty channel. TELETOON Retro’s brand refresh reflects the network’s new positioning as a top entertainment choice for families, delivering fun through laugher and timeless character to kids and parents wanting to spend more time together.
“Market research has shown that Canadians have a lot of affection for TELETOON Retro programming, with its nostalgic appeal for adults as well as the timeless comedy that kids and parents both love,” said Russ Ward, Vice-President, Marketing, TELETOON Canada Inc. “These insights, together with TELETOON Retro’s wide distribution, compelled us to seize this unique opportunity, sharpen our focus and hone in on the co-view audience.”
The refresh targets parents and kids while being inclusive of cartoon enthusiasts of any age. TELETOON Retro’s new positioning reinforces the following: 1) TELETOON Retro is a place where families can spend quality time together; 2) TELETOON Retro’s shows are familiar to parents, offering a safe viewing environment for their kids; and 3) TELETOON Retro offers a unique family entertainment experience where parents can share a laugh with their old childhood pals and introduce their kids to new cartoon friends.
Centred around the tagline “Forever Fun,” a new logo, redesigned website and revamped on-air look are all part of the refreshed branding, which was designed and produced entirely in-house by the TELETOON Studios Creative group as well as the TELETOON Interactive and Marketing teams.
The refreshed logo features a gender-neutral green and blue colour palette and maintains the network’s powerful connection to the TELETOON master brand by using the TELETOON logo as its anchor and tying in “Retro” as a signature across its front.
The new on-air feel draws on the emotional connections and fond memories viewers associate with classic cartoons. Memorable sound effects like The Smurfs theme song act as the backdrop to station IDs, which evoke the magic of Saturday-morning cartoon-watching. In one notable spot, a cat gets its fill from a bowl of cereal because a young girl is too busy cuddling up in front of an episode of The Flintstones to notice. Live-action promos feature real moms and dads talking about what TELETOON Retro means to them and their kids.
Teletoonretro.com has been completely redesigned and rebuilt from the ground up to make it mobile-friendly; the new site will be usable across all tablets and smart phones. The site also features enhanced scheduling information as well as videos, games and show pages.
In support of this refresh, TELETOON Retro is executing a national marketing campaign including radio advertising; a digital and social media campaign targeting women and moms; print advertising in Canadian Family magazine; a promotion with Kernels, including nationwide retail presence; and a national contest to send a family on a trip to see Bugs Bunny at the Symphony.