Pantone Honors Conan O’Brien by Developing “Team Coco Orange”
LOS ANGELES, Calif. — January 18, 2019 — Defining a new era in multi-platform comedy, Conan O’Brien debuted his revamped 30-minute late-night show and expanded Team Coco fan experience on Tuesday, January 22. To celebrate the legacy of Conan’s illustrious television career and the expansion of the Team Coco brand, the global color experts at The Pantone Color Institute worked with Team Coco to define and create an official CONAN color: Team Coco Orange.
This exclusive honor bestowed only upon such legends as Prince, Jay Z, and Barbieâ, truly indicates that Conan has reached icon status. The custom hue is based on the shade his fans have made the unique identifying characteristic of Conan’s brand. The signature color will not only be at the center of branding for Team Coco, it will represent the spirit of Conan’s comedy: energizing, fearless, warm-hearted and animated. Starting in January, TBS will use the Team Coco Orange to paint New York City and Los Angeles in fantastic, artistic displays in each city.
“Good natured and expansive, friendly and gregarious, Conan’s Team Coco Orange is an energizing and fearless orange tone with a touch of tang,” says Laurie Pressman, VP, Pantone Color Institute. “Designed to be animated and spontaneous, Conan’s Team Coco orange is instantly engaging and conveys a playful sense of fun.”
This January, Team Coco is bringing the color and humor back to winter. Using Conan’s new Pantone hue, TBS is “painting the town orange” to celebrate the new late-night show and expanding Team Coco platforms. In January, Team Coco Orange will cover more than 25,000 square feet in New York City’s West Village. The experience will live on 7th Avenue between Christopher and Barrow and will feature specially designed, vibrant art installations for fans to discover. Uniquely picturesque and Instagrammable, the takeover will lighten up the city’s grey winter days. In addition, buses in New York received an orange upgrade. In a first of its kind in Los Angeles, a massive, fabricated billboard with more than 1,000 light bulbs illuminated downtown at The ROW DTLA touting TEAM COCO LA from January 18-22.
“The partnership with Pantone is an opportunity to recognize Conan’s rabid fan following and the expansion of the Team Coco brand,” says Michael Engleman, chief marketing officer for TBS and TNT. “This custom Pantone color in many ways solidifies the iconic imagery created by fans and the endless catalog of fan art. I don’t know of any other television personality that can be so easily identified by something as simple as a color.”
Conan’s Team Coco is a fan-centric entity that serves as the show's digital and social media hub. Team Coco is responsible for expanding the CONAN brand into additional content experiences across all screens, including digital and branded content, podcasting, mobile gaming, pay TV and live tours.
The show’s new format will continue to feature celebrity guests and Conan’s signature brand of comedy, which has made him one of the world’s most popular hosts across both digital and linear platforms. Conan continues to evolve the genre by challenging conventions, taking creative risks and discovering and fostering new comedic talent.
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