New $30 Million National Branding Effort Stars Kinko's Products and Services
Press release from the issuing company
VENTURA, Calif.—March 19, 2001 —Kinko's, Inc.— the world's leading document solutions and visual communications provider - will raise the curtain on its new national advertising campaign with a rare 60-second spot during Sunday's broadcast of the Academy Awards on ABC. Kinko's yearlong campaign is valued at more than $30 million and introduces the company's new positioning and tagline, "Kinko's - We're Doing More."
The campaign comes to life through "Kenny," the customer-focused, dedicated and ever-clever Kinko's co-worker. Kenny is played by Ryan Stiles of ABC's hit programs, "Whose Line Is It Anyway?" and "The Drew Carey Show." In each ad, Kenny is shown serving his customers' needs in a variety of entertaining scenarios that show how Kinko's is doing more to provide the professional services customers need to get the best results. Each ad highlights a variety of attributes designed to expand Kinko's brand positioning.
"Customer research has shown that Kinko's has extensive brand awareness around our copy shop heritage, but we've also learned that our brand attributes have not always kept pace as we increased our breadth of products, services, channels and partnerships," said Laura Kurzu, Kinko's vice president of marketing. "The 'Kinko's - We're Doing More' campaign is designed to evolve the Kinko's brand to more closely associate with the reality customers find in our branches and online."
"To convey this new positioning through the experiences of a central character, we knew we needed just the right actor. That's why we are so delighted to welcome Ryan Stiles as 'Kenny,' a character who pays tribute to the extraordinary customer service and problem-solving abilities of Kinko's co-workers," said Kurzu. "Ryan's quick wit, improvisation skills and warm sense of humor are qualities we see in our co-workers, and they are qualities that enable Ryan to tell the Kinko's story in a way that is both entertaining and endearing."
Created by TBWA/Chiat/Day in Los Angeles, Kinko's new brand campaign is aimed at entertaining and informing Kinko's three core audiences, including small office/home office (SOHO), commercial and personal customers.
WhatTheyThink is the global printing industry's go-to information source with both print and digital offerings, including WhatTheyThink.com, WhatTheyThink Email Newsletters, and the WhatTheyThink magazine. Our mission is to inform, educate, and inspire the industry. We provide cogent news and analysis about trends, technologies, operations, and events in all the markets that comprise today's printing and sign industries including commercial, in-plant, mailing, finishing, sign, display, textile, industrial, finishing, labels, packaging, marketing technology, software and workflow.