When Disney+ launched its new general entertainment brand “Star” earlier this year, bringing more mature content into Disney+ in many countries around the world including in the United Kingdom, Canada and Australia, it tried to separate the Star content from Disney+, especially in terms of advertising.
With Disney+ being so focused on family entertainment, Disney has spent the last six months trying to promote the Star branding, running separate advertising campaigns and referring to all-new original programming like “Love, Victor” and “Only Murders In The Building” as Star Originals.
The use of the Star branding did separate the mature content from the family-friendly content, but it caused confusion among subscribers, with many people not realising they have Star or thinking it costs extra, or is even a different streaming service.
But in the last week, Disney seems to have changed its marketing strategy, promoting “Y: The Last Man”, “Dopesick” and “American Horror Story” as original programming on Disney+, without any mention of Star.
Here are some examples of the new advertising:
This shift away from the Star branding is also being seen on Disney’s website and on social media. Such as removing Star from any images, such as with the promotion of “The Walking Dead”.
For example, here are two images, a week apart, promoting the newest episode of “The Walking Dead”:
The removal of the Star branding will generally help promote that all of this new original programming is available on Disney+. Keeping things much more simpler, which is generally better for advertising to reduce confusion.
What do you think of Disney dropping the Star branding?
Roger has been a Disney fan since he was a kid and this interest has grown over the years. He has visited Disney Parks around the globe and has a vast collection of Disney movies and collectibles. He is the owner of What's On Disney Plus & DisKingdom.