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 concerns, 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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