Technology brand Brother UK has launched a £2 million pound marketing campaign to promote sales of its best-selling label printers.
The ‘Next time label it’ multi-channel campaign will include advertising across TV, radio, and digital platforms including video-on-demand, alongside channel partner engagement, PR and social media.
Created by Rosapark, the creative illustrates a series of comical mishaps which happen when things aren’t labelled.
The 30 second TV spot features a lighting technician in a circus who manages to bring down the entire production of trapeze artists, tigers and clowns by pressing the wrong switch.
Complementary print ads will appear national news titles between August and October.
James Lawton-Hill, head of marketing at Brother UK, said: “We’ve had significant success in the labelling market over the past few years, but we refuse to rest on our laurels here. Using comedy in our campaign is a completely new direction for us, and one which we’re confident will pay off and maintain our position as market leader. The new creative is bold and plays out well across multiple channels.”
