DYMO Launches Multimillion Dollar Advertising CampaignStamford, Conn, 14/04/2004
DYMO, the leading producer of labelmakers for home, business and
industry, announces the launch of its most aggressive American
advertising campaign ever. The national television, print and Internet
campaign - focusing on the award-winning DYMO LabelWriter label printer
- is designed to specifically appeal to Small Office/Home Office (SOHO)
and small business consumers.
This advertising effort represents the first multi-million dollar
campaign for the DYMO LabelWriter, a PC and Mac compatible label printer
designed to eliminate the hassles of printing sheet labels.
DYMO is a division of Esselte, a billion dollar business products
manufacturer with global brands including Pendaflex, XYRON and Leitz. As
part of a global initiative, Esselte is nearly doubling its marketing
funding for its key brands in 2004, making ad campaigns such as DYMO's a
staple for the future.
"We wanted to get creative and make a memorable statement with this
advertising campaign," says Cindi Goldberg, Vice President of Marketing
for DYMO. "Our goal was to define the frustrations associated with
printing sheet labels from a traditional printer, then highlight the
LabelWriter as a natural solution to eliminating those annoyances."
The campaign will be launched April 19 with a light-hearted 30-second
television spot depicting two typical office workers, one using a
LabelWriter and the other using a laser printer and sheet labels. While
the sheet label user struggles to get his labels printed, his colleague
not only completes his labels in seconds but then proceeds to label
everything else around him, including his coworker's rear end. Print
advertising and Internet banners based off this television spot are
being utilized concurrently with the commercial. TV advertising is
slated to run on ESPN, Fox News, CNBC and Headline News, while print
advertising can be seen in publications such as Business Week, Fortune,
Inc. and Fast Company. Internet advertising will be featured on Web
sites that attract small business customers such as Business Week, AOL
Small Business and MSN.
DYMO Corporation is the leading manufacturer of
electronic labelmakers and PC-connected label printers for home, office
and commercial use. The company is a division of Esselte Corporation.