New Premiere slogan Anything but Ordinary

German pay-TV platform Premiere has unveiled a new brand strategy that is designed to focus on the “Premiere Experience”. Accompanied by the tagline “Anything but Ordinary” the August 1 launch will coincide with a new marketing campaign that will also focus on Premiere’s new football triple; coverage of the Bundesliga, the UEFA Champions League and the DFB Cup.

In a statement CEO Michael Börnicke said Premiere stood for extraordinary experiences that were not fulfilled by the broadcaster’s competitors. “Premiere offers out-of-the-ordinary experiences and programming unrivalled by free-to-air television broadcasters, which are either unable to offer the same programming, or are only able to show them much later when viewer enthusiasm has already been lost. In focusing on these strengths in our new branding strategy and new, stringent brand identity, we are aiming to distinguish ourselves from the competition even more clearly and emphasize the added value which Premiere represents.”

Chief marketing and sales officer Oliver Kaltner added that the new strategy would be consistent across all the company’s divisions. A distinctive visual element has been developed in the form of a pulse that will appear with different colour variations representing harmony, action, curiosity, excitement and fantasy.

The concept has been created in partnership with the Berlin-based agency MetaDesign.