The Goal
USA Network needed to refresh its identity and required a branded re-launch to drive awareness, increase viewership and establish appointment viewing of the network. The goal was to secure affiliate tune-in using a summer branding campaign and affiliate promotion.

The Execution
The agency developed USA’s summer theme: "Summer Like No Other." The promotion included a launch kit mimicking a must-have item for the summer—an ice cooler full of thirst-quenching beverages. Each unique, private label soda contained in the “cooler” reflected new USA summer programming: Apple Slice promoted the U.S. Open (a USA tradition), Cherry Achievement promoted the AFI Life Achievement Award, Compulsive Cream promoted Monk, and Purple Prophecy promoted Dead Zone.

Results Recap
The sodas' bright colors and distinctive flavors cut through the clutter. They excited affiliates about USA’s new summer line-up and the theme secured tune-in support and local promotions.