Lenox `celebrates' with $10 mil ad campaign

Cardona, Mercedes M.
October 1999
Advertising Age;10/11/1999, Vol. 70 Issue 42, p12
Trade Publication
This article reports on the selection of New York-based De Plano Group by Lenox Brands to handle the advertising account for its fine chinaware and delicate crystal, in October 1999. De Plano has done successful repositioning for products as disparate as Mikimoto pearls, Bulgari jewels and Beretta firearms by giving a fresh face to an old brand without losing its current customers. The challenge is similar for Lenox. The goal of the campaign, therefore, is to firmly establish Lenox as a giftware company and promote the idea of giving and using china and crystal for all occasions. But it also aims to shake up the image of the category as well, ditching the conventional, cataloglike shots commonly used in advertising for a creative direction aimed at building an emotional link with the brand.


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