CBS Hatches Eggistential Ad Scheme

stevie guide Product

In September, CBS will start advertising its fall lineup right on your breakfast. Jesus and Mary may be frequent guests on your toast, but Shark, How I Met Your Mother, and Smith will be showing up on your eggs. That is, if you’re the one who makes the omelets in your house. Through the magic of laser imprinting, 35 million eggs will have copy promoting new and returning shows with corny slogans like “Hard-Boiled Drama,” “Funny Side Up,” and “Leave the Yolks to Us” – part of a little campaign CBS likes to call “egg-vertising.” “We’ve gone through every possible sad takeoff on shelling and scrambling and frying,” said the Eye’s head of marketing. “It’s a great way to reach people in an unexpected form.”

The imprint is applied in the packaging plant, as the eggs are washed, graded and “candled,” or inspected for flaws, when the eggs are held by calipers and moved along a production line at 225 feet a minute. Right before an egg is packaged, laser light is applied to the shell, giving it the etching. Each imprint takes 34 milliseconds to 73 milliseconds, so the processing of eggs is not appreciably slowed down, Mr. Parker said. The etching is ultrathin, to a depth of 50 to 90 micrometers, or 5 percent of the shell’s thickness.



Related

Transformations: Justin Tyme’s Super-Spooky Annabelle Makeover

Video thumbnail for youtube video Transformations: Justin Tyme's Super-Spooky Annabelle Makeover - World of Wonder

Just in time for Friday's Annabelle premiere, makeup artist Justin Tyme transforms me into the murderous doll on an all-new Halloween SPOOKTACULAR ... Watch Now

Aretha Franklin Covers Adele’s “Rolling In the Deep” – Toot It or Boot It?

Screen Shot 2014-09-30 at 11.55.45 AM

Hmmmm. What d you think? Aretha Franklin tackles Adele's "Rolling In the Deep" on her new album of diva classics– and while the 72-year-old Queen of ... Watch Now