All you ever wanted to know about paper shredders, and then some. Avoid Identity Theft start shredding everything today!Thursday, December 01, 2005
Fellowes Launches National Advertising Campaign for Shredders
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 Shredders."
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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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 Shredders."
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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