Label Your World DYMO Launches Multimillion Dollar Advertising Campaign

DYMO launches a multimillion dollar light-hearted ad campaign to be featured on national television, print and the Internet. Advertisements will appear in many media outlets (e.g. ESPN, CNBC, Fortune Magazine, MSN, AOL).

(PRWEB) April 26, 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 multimillion 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 like DYMOs 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 campaigns creative was developed by North Castle Partners, Stamford, CT. It focuses on communicating the everyday problems of sheet label printing. In a recent omnibus poll conducted by DYMO, 72% of respondents who printed labels on sheets said they encountered some sort of printing problem, including labels jamming or getting stuck inside the printer. The LabelWriter was specifically designed to eliminate such issues by printing directly from the desktop and not utilizing a traditional printer.

The campaign will be launched the week of 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 coworkers 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 DYMO
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, one of the worlds leading office product manufacturers. More information on DYMO is available at www.dymo.com