NEW DYMO PERSONAL LABELMAKER LAUNCH ASKS TWO QUESTIONS:Stamford, CT, 8/1/2006
WHAT’S A “WYSIWYG”? AND ARE YOU A “TYPE O” OR A “TYPE O-NO!”?
DYMO Introduces Personal Labelmaker with National Contest, Ad Campaign.
Just in time for back-to-school, the next generation of the DYMO
Personal Labelmaker is hitting store shelves, along with an aggressive
marketing campaign that includes national advertising, consumer public
relations and an online contest.
The advertising blitz launches today and includes two 15- and 30-second
spots. The spots will air on many popular cable networks including HGTV,
DIY, FoodTV, Oxygen, ABC Family, TLC, TVLand, and Women’s Entertainment.
Titled “Birthday Cake” and “Smile”, the humorous ads show how unlabeled
containers create confusion and how the DYMO Personal Labelmaker can
help prevent mix-ups. The ads were created by BrandBuzz New York, a WPP
Group company, with media planning and buying by Deutsch Inc.
The public relations campaign to support the new DYMO Personal
Labelmaker launch features an online contest to identify America’s
“Order Opposites” – people at opposite ends of the organization
spectrum. To enter, consumers upload photos at dymo.com that demonstrate
their organization prowess or, on the flip side, organization chaos. Two
winners – one in the “Type O” category (uber-organized) and one in the
“Type O-No!” category (slob) – will each win a $5,000 organizational
makeover package from DYMO and Newell Rubbermaid.
WYSIWIG Technology
Pronounced “Wizzy Wig” and short for “What You See Is What You Get,” the
new DYMO Personal Labelmaker features the latest WYSIWIG technology that
allows users to preview their labels before they print while also
expanding the range of fonts, point sizes and other type options.
“The new functionality appeals to everyone from the labeling enthusiast
to the organizationally challenged,” said Michael Kaplan, global
marketing director, consumer business, DYMO. “The focus on ease of use
along with the larger screen and keyboard will help consumers realize
the literally million ways to use it.”
DYMO consumer research found that whether organizing a home or office,
labelmaker users like to incorporate different fonts and point sizes for
creative and efficient labeling.
“The color-coded ABC-style keyboard makes selecting fonts and type
styles quick and easy,” said Kaplan. “It allows users to successfully
organize everything from files, photo albums and CDs, to tools, shelves
and storage containers. It’s perfect for children’s toys and clothing
too.”
The DYMO Personal Labelmaker prints a variety of label types for
virtually limitless uses. Labels are available in an assortment of
colors and materials – paper, plastic, iron-on, metallic and magnetic –
allowing moms, for example, to print labels for everything from lunch
bags and clothing items to baseball mitts and storage containers.
Designed and packaged for easy use, the DYMO Labelmaker reflects current
demand for sleek, portable label making solutions that support today’s
fast-paced lifestyles.
DYMO Personal Labelmakers are available at Target, Wal-Mart and in
labeling sections at office supply stores.
Abbreviated contest rules: No purchase necessary. Open only to
legal residents of the 50 United States and D.C. age 19 years or older.
Void elsewhere and where prohibited. Contest begins 7/24/ 06 and ends
10/1/06, Central Daylight Time. Subject to complete Official Rules and
Regulations, available at www.dymo.com.
About DYMO
DYMO is the leading global manufacturer of on-demand labeling products
for home, office and industry. DYMO operates as a strategic business
unit of Newell Rubbermaid within the Sanford Office Products Group. The
Sanford Office Products Group manufactures and markets writing
instruments, art products and office organization supplies, led by a
powerful brand family including: Sharpie®, Paper Mate®, Parker®,
Waterman®, EXPO®, rotring®, Reynolds®, Berol® and Rolodex®, among
others. For more information visit www.dymo.com.
Contact:
Ann Balsamo
314.552.6723
abalsamo@webershandwick.com
April Klazema
203.355.9149
april.klazema@dymo.com
