http://www.adweek.com/aw/content_display/news/media/e3if46ca983d59bcb8f49fc5934468905a9Kodak Zooms In on WomenTo advertise its printer and ink business, the company targets females in their 40
Print, online and TV spots drive consumers to printandprosper.com.NEW
YORK Kodak is using an arsenal of national media properties anchored by
assets under the recently formed Women@NBCU banner to drive a value
message for its fledgling printer and ink business.
The new
campaign, which directly challenges some of the leading competitors in
the field, uses a combination of branded integrations on properties
including Bravo, Oxygen and iVillage, and, to a lesser degree,
Nickelodeon. Print, online and TV spots drive viewers to a Web site,
printandprosper.com, where users can compare ink prices with those from
brands including HP, Epson, Canon, Lexmark and Brother. Those companies
either declined comment or didn’t return calls seeking comment on the
Kodak campaign.
Leslie Dance, vp, brand marketing and
communication at Kodak, said the company is targeting “ultra-high
burners.” Internally, said Dance, Kodak marketers profiled the
consumers they’re after as female, “40, feisty and facing frugality.”
These women, she added, are usually a family’s “memory keeper.”
Market
research, Dance said, also showed that “by far the largest consumer
dissatisfaction with home printers is the cost of ink.”Deutsch, the
Interpublic shop that won the estimated $40-50 million media account
(printer and ink) last November, approached NBCU about anchoring the TV
portion of the campaign around the Women@NBCU properties.