With U.S. newspapers cluttered with countless advertisements, CBS executives have decided to promote their network's fall lineup on a new medium, egg shells.
The "egg-vertising," as some CBS copywriters have called it, will feature laser imprints of the network's logo alongside an ad for a particular fall series on the shells of over 35 million eggs, The New York Times reported.
"It's a great way to reach people in an unexpected form," CBS marketing group president George Schweitzer said of the campaign.
CBS is partnering with the developers of the imprinting technology, the Illinois-based company EggFusion, for the two-month campaign beginning in September, the Times said.
"It's unlike any other ad medium in the world, because you are looking at the medium while you are using it," EggFusion founder Bradley Parker said.
While promotion slogans such as "CSI: Crack the Case on CBS" will cover most of the shells, all eggs will also receive an expiration date to ensure freshness for the public, the Times said.