ZENITH AWAKENS NEW MARKETING STRATEGY
By Adnews Staff
Zenith Canada has broken a new brand awareness effort called "Awaken to the New Zenith." Robert Donnelly, marketing manager for Mississauga-based LG Electronics Canada Inc. (Zenith's parent company), said the Zenith brand has been "quiet" for the past couple of years. The new strategy is designed to revive the 80 year-old brand. A television component began running in mid-October. The 30-second spot presents a futuristic scene in which crowds of people walk shoulder to shoulder. A little girl emerges from the crowd and points a remote control at a monolith to reveal the sun. The tagline reads "Awaken to the New Zenith. What your senses have been seeking." The spot, originally created by Ogilvy & Mather, was adapted for the Canadian market by Goodgoll Curtis of Toronto and is scheduled to run until the end of the year. An in-store promotion, which refunds $200 to consumers purchasing a TV and DVD player, is being supported with point-of-purchase materials also using the "Awaken" theme. A print component will begin rolling out in November and December using many of the same graphic elements seen in the TV spot. Print advertising in television-related magazines will be supported with another in-store promotion in the new year. Public relations for LG Electronics Canada are handled by Strategic Objectives of Toronto.