Post by Clouseau on Apr 25, 2007 23:25:32 GMT
www.brandweek.com/bw/magazine/columns/article_display.jsp?vnu_content_id=1003574753
Pink Goes Green
Owens-Corning will relink to MGM's Pink Panther as the classic cartoon cat renews global ad icon duties for 15 years with a broader brand alliance. The deal is estimated at more than $10 million. Pink won't only serve as stand-in for the signature pink insulation, he'll grace all home and commercial building products, from basement to roofing supplies, and all communications to trade clients and consumers. "He's everywhere we are," said Christian Nolte, director of strategic marketing at Owens-Corning, Toledo, Ohio.
Owens-Corning spent $11 million on TV ads last year, per Nielsen Monitor-Plus, which should rise as retailers kick in co-op funds. Pink has been synonymous with OC insulation for 25 years, but no long-term deal was ever signed. Pink will go "green" as part of OC's energy conservation positioning. "Our character is smart and savvy," said Travis Rutherford, evp-MGM Consumer Products. "Why wouldn't he be smart about efficiency?"
Owens-Corning will relink to MGM's Pink Panther as the classic cartoon cat renews global ad icon duties for 15 years with a broader brand alliance. The deal is estimated at more than $10 million. Pink won't only serve as stand-in for the signature pink insulation, he'll grace all home and commercial building products, from basement to roofing supplies, and all communications to trade clients and consumers. "He's everywhere we are," said Christian Nolte, director of strategic marketing at Owens-Corning, Toledo, Ohio.
Owens-Corning spent $11 million on TV ads last year, per Nielsen Monitor-Plus, which should rise as retailers kick in co-op funds. Pink has been synonymous with OC insulation for 25 years, but no long-term deal was ever signed. Pink will go "green" as part of OC's energy conservation positioning. "Our character is smart and savvy," said Travis Rutherford, evp-MGM Consumer Products. "Why wouldn't he be smart about efficiency?"
