Amid rise in rivals, Consumer Reports debuts first brand campaign

Consumer Reports wants to remind consumers that it’s still relevantand, in fact, with the rise of questionable apps and privacy , more so than ever. The 82-year-old nonprofit is debuting its first brand campaign this week to increase awareness as a growing number of rivals court the millennial audience.

“We realized we have this exceptional brand with an extremely loyal base, but we also realized there are a lot of consumers who don’t know who we are and what we stand for,” says Leonora Wiener, senior VP of brand and strategy of the Yonkers, New York-based organization. She says that many shoppers do not know Consumer Reports is an independent nonprofit that derives its funding from memberships, not advertising.

In a 60-second spot, a sea of Consumer Reports’ asterisks leads viewers through everyday activities as a voice-over explains the brand’s mission. “Not everything is quite as it seems. Sometimes, there’s more to the story,” the voice-over says, noting that Consumer Reports has helped to make seatbelts standard, for example. “Let’s keep it honest,” ends the spot, which will also air in 30-and 15-second versions on digital channels and on Consumer Report’s social media. The company worked with BBH on creative and MODCo on media buying duties.

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