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Return to "Press Releases"
Fellowes Launches National Advertising Campaign for Shredders
Itasca, Ill. (October 27, 2005) - In an age where trash is treasure in the
wrong hands and credit histories are traded like tender, owning a shredder in
the home and shredding documents has become a necessity. Consumers' concern
about protecting their identity has led to the first-ever national
consumer-focused advertising campaign for the growing shredder industry.
Fellowes, Inc., the category leader and innovator for shredders, today unveiled
a new national advertising campaign featuring a new icon - a bulldog - as the
ultimate protector of one's identity. The campaign's creative direction relies
on a theme of "powerful protection," as the bulldog embodies Fellowes'
positioning as the watchdog of a consumer's good name and good credit. The
campaign's tagline is "Fellowes: The World's Toughest ShreddersT."
More than 25 million people have been victims of identity theft in the last
five years, and the Consumer Sentinel and Identity Theft Data Clearinghouse
reports that identity theft was the top consumer complaint of 2004. These
circumstances have created a shredder industry that has experienced double
digit growth in 2005.
"Based on the growing concern for identity theft, shredders are expanding
beyond the office, and soon will be as ubiquitous in the home as a computer,"
said Jude Rake, president and chief operating officer, Fellowes, Inc. "As the
category leader, we feel it's important to educate consumers - at home and at
the office - with a national campaign, while also distinguishing the Fellowes
brand from the competition by focusing on our products' superior strength and
exceptional quality."
The new creative features a large English bulldog tearing its way through a
home office, eating every paper in its path. The viewers' natural assumption is
that the dog is misbehaving. After chaos has ensued, the owner steps in to view
the destruction; however, rather than yelling at the dog, he looks at the
confetti-like mess and thanks his watchdog with a simple line: "good boy." The
print advertisements, which utilize a similar treatment, feature the headlines
"The Case Against Toy Shredders," and "Eats CD's for Breakfast."
Created by Foote Cone & Belding Chicago, the campaign features both
national print and broadcast advertisements, which will appear in a wide range
of national outlets including Time, Money, Forbes, Real Simple, Parents, Fox
News, Fox Sports Net, ESPN, TBS and the Golf Channel. Media buy numbers were
not disclosed.
"To help Fellowes brand themselves powerfully and simply, a new brand icon was
created," said Kurt Fries, executive group creative director, Foote Cone &
Belding. "The bulldog as an icon not only differentiates the Fellowes brand
from the industry, but it is also a creative concept that has the legs to grow
on for years to come."
About Fellowes
Headquartered in Itasca, Illinois, Fellowes, Inc. offers an impressive range of
products to equip the workspace, including paper shredders, binders and
laminators, desktop accessories and record storage solutions. Fellowes, Inc.
owns and operates subsidiaries in Canada, United Kingdom, Benelux, France,
Germany, Italy, Poland, Singapore, Japan, Korea and Australia. The company
employs more than 1,200 people throughout the world and expects global sales in
excess of $700 million this year.
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Copyright ©2008, Fellowes, Inc. All Rights Reserved
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