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Article: Maxell Revives 'Blow Away' Ad Campaign.
- Article from:
- TWICE
- Article date:
- January 5, 2006
- Author:
CopyrightCOPYRIGHT 2006 Reed Business Information, Inc. (US). This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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By Steve Smith
LAS VEGAS -- Maxell Corporation of America is using International CES to update and re-introduce its famous "blow away guy" ad campaign to attract the highly valued 18- to 30-year-old demographic group for its blank media and accessories products.
"We are reviving an icon. It is timeless. And we are giving it the exposure it deserves," said Don Patrican, marketing and sales executive VP for Maxell, he added that the program will be "multimillion dollar campaign" but did not give the specific amount budgeted.
The consumer effort began with "wild postings, like what Apple did for the iPod introduction, with billboards, ...