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.
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.
About DYMODYMO 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.
