July 22, 2014 12:00pm PT by Lesley Goldberg
TLC (Finally) Embraces 'Tender Loving Care' in Brand Refresh (Exclusive)
TLC is (finally) giving itself a little tender loving care.
The cable network home to Here Comes Honey Boo Boo, 19 Kids and Counting and Buying Naked is set to unveil a new brand campaign and introduce its first tagline in more than five years, The Hollywood Reporter has learned.
TLC — previously known as The Learning Channel — has redefined what it stands for and embraced the well-known colloquial phrase "tender loving care" in a bid to connect its heartwarming programming with viewers in a more emotional fashion. As part of the rebranding, TLC will unveil a multimillion-dollar campaign with the tagline "Everyone needs a little TLC."
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Starting Tuesday, on-air spots (video below) will debut on networks including USA, TNT, TBS and ABC Family focusing on "The Moment," highlighting programming moments that feature heart, humor, hope and human connection featured on its programming.
The print campaign will include what it calls a family portrait (seen above) featuring its most recognizable talent in an effort to relate its stars with viewers.
" 'Everyone needs a little TLC' speaks to our mission of bringing viewers the content and experiences that resonate with their lives, and give them a chance to satisfy their fascination with the unknown and understand the larger world around them," said TLC GM Nancy Daniels. "TLC's brand promise hasn't changed: sharing remarkably relatable real-life stories without judgment — and we'll continue to be the best destination to find the extraordinary in the everyday."
"In today's world, people seem to gravitate to the familiar, comfortable and like-minded," added TLC and Animal Planet exec vp marketing Vicki Lowell. "Society can seem so polarized. TLC shines a light on the unfamiliar and embraces the extraordinary, but in the end brings us the relatable life experiences we all share that keep viewers coming back. It's an uplifting brand that challenges beliefs and changes hearts. And who doesn't need a little TLC?"
The new campaign comes after the network launched an on-air refresh in May that incorporated the tagline and a fresh new color palette. Lowell led the rebrand alongside Tom King and Rose Stark in collaboration with Discovery's in-house creative team, The Agency, for the print campaign and Ultrabrand for the on-air spot. Leroy and Clarkson was responsible for the on-air graphic refresh.