MELITTA BEGINS NATIONAL MARKETING CAMPAIGN
By Adnews Staff
Toronto-based Melitta Canada has undertaken a national marketing campaign. The $1.8 million effort will use the tagline "Everyday Indulgence" to promote Melitta coffee products to women 25 to 54 years of age. The initial media buy will run from February to March. A second run will take place from September to December. The company will use the summer months to run promotional campaigns. Radio advertising is airing in Vancouver, Calgary, Toronto and Montreal. Television advertising is appearing on specialty networks Prime, Deja View, Mystery, Cool TV and W. Newspaper advertising in Southam-owned publications will tie into a contest with Prime series "Spectacular Spas." The print advertising will also include a three-month campaign in Canadian Living and Coup de Pouce magazines and a month-long campaign in Canadian Grocer. A Web area has been created as part of MochaSofa.com. The advertising was created by JAN Kelley Marketing. Public relations and promotions are being handled by The Carlisle Group. Market research for the campaign was done by Strategeze.