• by Wayne Friedman , March 8, 2023

Paramount Global is starting up a new brand image/trade campaign -- "Popular is Paramount” -- with an emphasis on the production of content around the word “popular.”

Two recurring themes in the marketing effort revolve around “making popular content” and making “content popular” across all its network and platforms.

For example, for its Paramount+/Paramount Network hit "Yellowstone," there is an out-of-home billboard execution featuring an image of star Kevin Costner’s character with the words “Popular Is The Most Watched Show on TV.”

For the blockbuster theatrical hit “Top Gun: Maverick,” Tom Cruise’s character is featured with the words “Popular is the Biggest Movie in America in 2022.”

A video promo “Popular Is...” showcases a collection of Paramount Global shows -- Paramount+ “Star Trek: Strange New Worlds”; VH1’ “RuPauls’ Drag Race”; Showtime’s “Yellowjackets”; Nickelodeon’s “SpongeBob SquarePants”; Paramount Pictures’s “Scream VI”; and Paramount+ “Tulsa King”, among others

The company says the campaign will elicit overall value for advertisers, distributors, investors and creatives when it comes to partnering with the big entertainment company.

Julia Phelps, executive vice president, chief communications and corporate marketing officer for Paramount, said in a release: "We are experts in telling stories that resonate with every audience, everywhere, and 'Popular' is a distinctive identity that connects our legacy to our future."

The campaign will have paid media and out-of-home placements in New York and Los Angeles and will run through summer 2023.