Breakfast Briefing: Channel 4 rebrands, Unilever buys Grom ice cream, Netflix and Lego kids' shows

Welcome to Marketing's morning briefing, a daily shot of news and a recap of the best longer reads and videos. In today's news, C4 rebrands with the help of Jonathan Glazer, Unilever buys Grom premium ice cream business, and Netflix will produce original kids' shows with Lego.

Channel 4: rebrands with idents directed by Jonathan Glazer
Channel 4: rebrands with idents directed by Jonathan Glazer

Channel 4 rebrands

Channel 4 puzzled viewers this week with a series of unusual idents, directed by Jonathan Glazer.

Glazer's short films feature a new "kryptonite-like" logo for Channel 4, based on its original Lambie Nairn block logo. 

The rebrand is intended to reflect the risks Channel 4 takes as a public broadcaster. James Walker, head of marketing, said: "Channel 4’s main channel identity has been running for ten years and has been hugely successful.

"This ground breaking brand refresh pushes it forward once more, reflecting our public service remit to be diverse, challenging and innovative."

The new look was designed by Channel 4's in-house agency, 4Creative, and design agency DBLG.

SourceChannel 4

Unilever buys ice cream brand Grom

Unilever has acquired premium Italian ice-cream brand Grom for an undisclosed amount. Grom has more than 60 stores globally, and started in 2003.

The brand describes itself as containing no artificial preservatives, colourings, aromas or emulsifiers.

Unilever has been looking to expand its share in the ice cream market and cement its lead on Nestle, its nearest competitor.

Source: Unilever

Netflix and Lego  make original kids' shows

Lego will partner with Netflix on two new children's shows, Lego Bionicle: The Journey to One and Lego Friends: The Power of Friendship. Both shows will arrive on the streaming service early next year, and will debut with four episodes.

Lego has been trying to capitalise on its entertainment success after The Lego Movie became the most successful film in 2014. 

Source: The Verge

In case you missed it...two longer reads

The Marketing New Thinking Awards shortlist is revealed

Marketing, in partnership with Sky Media, is proud to unveil the inaugural shortlist for the New Thinking Awards, composed of the leading brands and agencies that have shown they are pioneering change.

#60YearsTVAds: Cadbury's "gorilla" and Guinness "surfer" top the polls

Cadbury's "gorilla" has been named the public's favourite ad of all time, while marketers' top ad is Guinness's "surfer', according to polls run by Marketing celebrating the 60th anniversary of the TV ad break.

If you watch one video today...

Rather than a video, this week we're pointing you towards our new podcast. Listen to the first episode below and find out more here.

You can also watch Marketing's interview with McDonald's CMO Alistair Macrow

He lifts the lid on the fast food giant's most significant campaign focused on quality and provenance.