How Warner-Discovery plans to win over new customers with its HBOMax rebrand to Max

On Tuesday May 23rd, HBOMax will rebrand and officially drop “HBO” from its name to become simply “Max.” 

Warner-Discovery is using digital, social, out-of-home, radio and linear TV as well as the company’s owned and operated channels to tout the rollout of Max. The company has increased its out-of-home budget for this effort to show up in airports, shopping malls and electric vehicle charging stations, explained Zach Enterlin, executive vice president, brand content and creative, streaming marketing, adding that its ads for Max will also be in cinemas and on weather apps. He did not give specific spend figures.

“We’ll be where the consumer is — even when there’s this big aberration in consumption habits like Memorial Day,” said Enterlin. 

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