AVERY DENNISON DOES DILBERT
By Adnews Staff
Avery Dennison of Bowmanville, Ont. launched its first national campaign for its office supplies today featuring the famous cartoon office cynic Dilbert. Two 30-second national TV spots will be supported by direct mail sent to offices across the country. The TV ads feature Dilbert in typical scenarios that poke fun at the office environment. In one, Dilbert and his fellow employees are issued a challenge to produce a presentation quickly, with the winner receiving the dubious honor of the "Employee of the Minute" award. In the second spot, the employees are assigned to bunk cubicles to save space. Both spots tout the reliability of Avery products and end with the tag line, "Avery. Because you can't afford to give this stuff a second thought." Artis of Toronto handled the campaign. Agency managing partner Craig Kowalchuk told Adnews Avery Dennison and Artis decided on a consumer campaign to create brand loyalty and protect Avery Dennison's substantial market share. It also allows the company to reach the entire spectrum of employees responsible for business label purchasing. Until now, Artis had created much smaller campaigns for its client. David Cairns and Company of Toronto handled the media buy.