Panasonic is advertising its energy-saving light bulbs in the
consumer press.
The campaign, which was created by Grange Advertising & Marketing
Communications, focuses on the appearance of the product, which is
thought to be the main obstacle to purchase.
One ad shows the light bulb wearing a humorous set of eyebrowed
spectacles, a moustache and ears together with the message: ’Well, you
expect energy-saving bulbs to look ridiculous.’
The campaign’s art director, Mark Lane, explained: ’The usual
fluorescent-bulb-with-two-prongs energy savers are unattractive, and
Panasonic has come up with a more attractive product - so we’re turning
the idea on its head and saying: ’We have to dress up our bulb to look
ugly.’’
Lane worked with his copywriting partner, Nick Primmer, and the
photographer, Phil Surbey, on the campaign, which breaks in newspaper
supplements this weekend. It will run until Christmas. Media planning
and buying is through Grange.
Two other ads on the same theme are planned for the new year, running in
the trade and then consumer press, backed by a total spend of more than
pounds 1 million.
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