Blue Ant Media‘s Bite TV announced a major rebrand Thursday meant to reposition the channel to its increasingly male audience.
The new look includes a redesigned logo and two new core colours – eggplant purple and a golden yellow – along with fresh imagery for Bite’s programming represented in black and white.
The new logo has a typewriter-like feel, designed to highlight the creative process of comedic writing, said Jennifer Mason, director of marketing and communications.
The new look appears across Bite TV, its YouTube channel, Bite.ca, and the channel’s social media accounts.
A promotional campaign featuring the rebranding will run for six weeks, and includes transit ads, YouTube pre-roll ads, sponsored posts on Buzzfeed.com, print ads in the Vancouver, Calgary and Toronto versions of free daily Metro and satellite radio commercials on Sirius XM’s Laugh Attack channel.
Mason said the change was born out of a desire to better serve Bite’s growing and changing audience. “We started to notice our core demographic was now males aged 18-49. Our former identity was a more broad approach. We wanted to tweak it to something smart, fun, and quirky.”
The specialty channel’s programing includes acclaimed series such as It’s Always Sunny in Philadelphia and The Inbetweeners, stand-up specials including Louis CK’s Chewed Up and classic movies like Dodgeball and Office Space.
The campaign also coincides with a free preview of Bite for viewers in Western Canada that began March 1 and will run until the end of April.
Mason said all creative for the campaign was done in-house. Pattison Outdoor oversaw media duties.
Bite TV’s owner, Blue Ant Media, was named Marketing‘s Media Player of the Year in 2012.
