Marketing blitz: Chocolate's got nothing on cable
The cable industry is launching a new marketing campaign that will jokingly tell the masses that cable is better than chocolate, puppies, gravity and even the wheel.
On a more serious note, the campaign, an extension of the "OnlyCableCan" effort, will also aim to show consumers where cable holds the cards over DBS and DSL.
Using the "Cable is better than..." message, the campaign will include tactics ranging from TV spots, a Website, and a toll-free number (877-OnlyCable) powered by the CableLabs Go2 Broadband service locator.
"In this execution, cable's advanced services are promoted in a humorous way, intended to cut through the clutter, command attention, and get consumers buzzing," said Joe Rooney, SVP of marketing for Cox Communications, in a release.
Other MSO participants include Adelphia Communications, Bend Broadband, Bresnan Communications, Bright House Networks, Buckeye CableSystem, Cable One, Cablevision Systems Corp., Cebridge Connections, Charter Communications, Comcast Cable, Cox Communications, Insight Communications, Mediacom Communications and Time Warner Cable.
The Cable & Telecommunications Association for Marketing (CTAM) launched the OnlyCableCan initiative in November 2003.