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TV Bosses Plan Fresh 'Desperate Housewives' Marketing

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Jul 29, 2005 | 12:43pm EDT

Television bosses at ABC are planning to reprise their famous advertising campaign to promote the second series of Desperate Housewives, but with a new slogan.

To grab attention for the award-winning drama before it hit TV screens last year, dry cleaning bags were distributed bearing the slogan "Everyone has a little dry laundry." The slogan will now become "New season, new dirty laundry."

ABC entertainment President Steven McPherson says, "The marketing is a huge obsession of mine and I think it's a huge obsession of the network. It's become an incredibly important part of what we do and what our success is." The multi-award-winning Desperate Housewives finished its first run as the fourth most watched program on television.

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