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Avery Dennison's run national TV ad campaign

Tuesday, August 03, 2010

Press release from the issuing company

Pasadena, Calif. - In time for the back-to-school shopping season, Avery Dennison has launched a series of clever television commercials airing nationally that highlight how "small" innovations in its home- and office-product lineup make a big difference in people's daily lives.

"Innovation is driving new product creation across Avery Dennison," said Tim Bond, group vice president, office products, Avery Dennison. "Our newest Avery(R) products, Avery NoteTabs(TM) and Label Pads, are an example of our enterprise-wide focus on accelerating long-term profitable growth through product innovation worldwide."

Incorporated as part of a multi-million dollar integrated marketing campaign utilizing print, broadcast and social media outreach, the 30-second spots, created by Michigan-based Doner, feature three core Avery products - Avery NoteTabs, Avery Removable Label Pads, and Avery Address and Shipping Labels.

"Avery Dennison is focused on meeting customer needs through innovation, and often it's the little things we develop that make the most difference in people's lives," said Todd Thompson, vice president, marketing and research & development, Avery Dennison Office and Consumer Products. "We live moment to moment; time is always short. These commercials communicate how our products help bring order to chaos - simple, reliable solutions that allow people to move forward easily and quickly and better organize their lives."

In this instance, the television commercials target busy moms and working women tasked with managing both families and careers. The commercials' messages are reinforced in national print and radio advertising, and as part of "The Organization of Moms," an online community on Facebook that focuses on time-saving tips.

Thompson said ongoing marketing activities are planned as the company extends the Avery brand's longstanding leadership in professional organization into new segments, including personal organization and identification, mobile "on the go" applications, and in the education segment, where the company already has a strong back-to-school business, as well as solid relationships with school administrators, the brand will be extended to teachers, students and their parents.

The campaign will include television spots to air on TLC, ABC Family, Hallmark, Food Network and HGTV channels and print ads to appear in Real Simple, Everyday Food, Working Mother, Whole Living, Parenting magazines and several Martha Stewart titles. The ads also appear on the Avery-brand YouTube channel.




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