Comedy Central: Activating the Awesome

Comedy Central, a US cable channel, aimed to win back core young male viewers with this campaign. Rather than creating a large scale brand campaign to introduce its new look and feel (involving a shift in editorial content), Comedy Central chose to unveil it organically, within existing plans for new shows.

Comedy Central: Activating the Awesome

Business Situation and Objectives

In 2011, Comedy Central launched a bold new brand re-engagement in tandem with the launch of its new development slate. The goal of the new look was to demonstrate Comedy Central's focus on Millennial men and to signal a creative shift in an effort to re-gain young male viewers. This re-engagement was inspired and shaped by the results of two comprehensive research studies.

Since Comedy Central's launch in 1991, our creative target has always been Men between the ages of 18 and 34. For most of the last twenty years, that...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands