MLB and Wieden+Kennedy worked together in research to define the MLB brand, examining baseball’s audience and the game’s emotional and functional benefits “while thinking about how to wrap those together with the attributes you are trying to convey.”
The work arrived at attributes of “charming,” “communal,” “dynamic” and “purposeful,” and with a plan to express those attributes through stories illustrating the “tension between the expected and unexpected” that marks baseball, Timpone said. “Like there’s nothing happening—and then everything’s happening.”
Timpone said the campaign includes TV ads but also out-of-home and experiential activations at MLB events. “When you see the tagline of ‘Baseball is something else,’ we’re going to tell a story about all the various elements that make that up. That’s going to take many seasons to fully tell,” she said.
“We believe that by making an investment in our brand, it will make it more clear how to be more welcoming to fans wherever they are in their journey, whether or not they're already expert, or they're newer,” she added.
Unlike a year ago when a labor dispute put Opening Day on hold, MLB is charging into the new year on the momentum of the World Baseball Classic and the prospect of new rules designed to make gameplay faster and more exciting.
“All these things are coming together in a way that makes us feel really, really good about what we have on tap for 2023 in a way we haven’t felt for the last couple of years,” said Chris Marinak, chief operations and strategy officer for MLB, speaking at a press event at MLB’s Manhattan headquarters.