• New York Times , Monday, July 17, 2006 1:02 PM

It's no yolk. CBS plans to announce today that it will put laser-printed eye insignia and logos on 35 million eggshells in September to promote its new fall lineup. "It's a great way to reach people in an unexpected form," said George Schweitzer, president of the CBS marketing group, who is known for trying newly hatched promotion methods. Some of the planned slogans: "Crack the Case on CBS" for "CSI" and "Hard-Boiled Drama" for "Shark." The messages use a technology developed for marking eggs with expiration dates. The eggs will appear in A&P, Waldbaum's, Food Emporium, and Super Fresh stores from Connecticut to Maryland. The grocery chain will share in the ad revenue. CBS is the first advertiser to try the approach, and will be the exclusive fall advertiser.

Read the whole story at New York Times »