Post-it Notes, the brand owned by 3M, has kicked off a new advertising blitz as part of plans to double its marketing spend over the next two years.
Launching this week, the ‘Make it Happen’ campaign for Post-it Super Sticky Notes encompasses a media partnership with the Metro UK; Interactive Video on Demand across 4OD and ITV Player; women’s press advertising and competitions as well as social media, email and PR activity.
Advertising is being handled by Grey London, which was appointed earlier this month, with digital through Jaywing and media planning by Medicom. Escapade is running the PR activity.
Despite stiff competition from digital technology, the paper brand has witnessed double-digit growth over the past year. Virtual Post-it notes are also available.
The campaign targets women, urging them not just to dream but to achieve their dreams too, supported by the tagline; “If it’s important, don’t let it slip.” It will be underpinned by a competition offering consumers four chances to win the cash to make their dream happen.
The Post-it Super Sticky Notes were first launched in 2003 but the main brand dates back to 1968, when a scientist working for 3M in the US accidentally created a “low-tack”, reusable, pressure-sensitive adhesive. The original notes’ yellow colour was also chosen by accident, as the lab next-door to the Post-it team had only yellow scrap paper to use.
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