Lexmark International launched its first
global campaign to highlight the advantages of its Z Series printers, calling
them “the highest resolution inkjet printers in the world.”
The multimedia campaign will run in the U.S., Canada, Europe and several
markets in Latin America through a combination of television, radio, and
consumer and business print.
The U.S. television campaign will debut during the upcoming 1999 Major
League Baseball World Series. Print ads are running in magazines such as
Time, People and Sports Illustrated.
Spending was not disclosed.
Developed by Warwick Baker O’Neill, N.Y., the campaign
uses a montage of images overlaid on consumer faces to represent Lexmark’s
ability to capture the consumer’s imagination in print.
The tagline is:
“Passion for Printing Ideas.”
“This campaign successfully captures the true dual strengths of the Lexmark
brand — our unparalleled dedication to the customer and the technological
innovation that results from our single focus on printing solutions,” said
Roger Rydell, vice president of corporate communications for Lexmark.