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Starting Monday, viewers of cable outlets like TLC, the Food Network and Discovery Channel may experience the strange sensation of hearing snippets of the theme song from the 1970s sitcom, “The Brady Bunch.”
On TLC, “Long Island Medium” star Theresa Caputo will appear sporting a ‘do that looks much like the one Florence Henderson’s Carol Brady wore in the earlier series. On Food Network, Duff and Valerie Bertinelli will coo over a porkchops-and-applesauce cake from the children in “Kids Baking Championship” that plays off an old “Brady” plotline. And on Travel Channel, “Kindred Spirits” hosts Amy Bruni and Adam Berry will discover a treasure chest filled with 1970s flotsam and jetsam.
Idea - Viewers - Discovery - Inc - Pantheon
The idea is to make viewers from across the Discovery Inc. pantheon of cable networks more aware of the new series, “A Very Brady Renovation.” The program, which debuts on Discovery’s HGTV Monday, September 9, shows the actors who played the kids in the original “Brady Bunch” cast joining with a bevy of HGTV home-improvement experts to transform the interior of the home that served as the exterior of the Brady house in the old series. “I think it’s going to be a huge hit for us,” says Kathleen Finch, chief lifestyle brands officer at Discovery.
But no one wants to leave that to chance.
Word - Teams - Discovery - Cable - Outlets
To get the word out, many of the creative teams at individual Discovery cable outlets crafted specific promos that look like the programming one might expect to find on ID, Discovery Channel or elsewhere. The Food Network spot featuring Duff and Bertinelli uses a cake crafted at Duff’s own Charm City Cakes. Discovery Channel’s Josh Gates, host of “Expedition Unknown,” at first appears to be exploring uncharted territory in what would seem to be a typical promo for Discovery Channel. Within seconds, however, he’s wearing a curly-haired wig...
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