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Swatch Irony Diaphane Chrono Full Blooded Sunset Watch SVCK4044AG
Swatch's irony goes for the gold
Swatch will puts its spring ad dollars behind a print campaign for the Irony Metal Collection that introduces new gold-colored watches.
A two-sided insert by agency Toth Design & Advertising, N.Y, breaks in April issues of Vogue, In Style, Elle, Mademoiselle and Rolling Stone, with Allure added in June. Regional mags New York, Los Angeles, Buzz and San Francisco Focus pick up the creative May through June, and imagery will be extended to outdoor and on-- premise Max Racks postcards.
The creative is the second installment of the "Substances" campaign, which shows Irony watches interacting with backgrounds and substances that reflect their metallic properties. The gold line is set against a background of reflective gold bubbles reminiscent of a discotheque. Initial ads last fall featured a group of watches bathed in liquid mercury.
Irony was launched in 1995, with Ogilvy & Mather, N.Y, as the agency. Toth's goal is to "drive the metal message home" to consumers who still think Swatch is synonymous with plastic, said Kyle Andrew, director of account services. Irony accounted for 40% of Swatch's U.S. sales last year, up 15% from 1996. The company spends $5-6 million annually on media.
"Substances" will continue through 1998, concentrating on new-product intros. Toth will also create the first Irony catalog, to be distributed internationally this spring.
Swatch's irony goes for the gold
Swatch will puts its spring ad dollars behind a print campaign for the Irony Metal Collection that introduces new gold-colored watches.
A two-sided insert by agency Toth Design & Advertising, N.Y, breaks in April issues of Vogue, In Style, Elle, Mademoiselle and Rolling Stone, with Allure added in June. Regional mags New York, Los Angeles, Buzz and San Francisco Focus pick up the creative May through June, and imagery will be extended to outdoor and on-- premise Max Racks postcards.
The creative is the second installment of the "Substances" campaign, which shows Irony watches interacting with backgrounds and substances that reflect their metallic properties. The gold line is set against a background of reflective gold bubbles reminiscent of a discotheque. Initial ads last fall featured a group of watches bathed in liquid mercury.
Irony was launched in 1995, with Ogilvy & Mather, N.Y, as the agency. Toth's goal is to "drive the metal message home" to consumers who still think Swatch is synonymous with plastic, said Kyle Andrew, director of account services. Irony accounted for 40% of Swatch's U.S. sales last year, up 15% from 1996. The company spends $5-6 million annually on media.
"Substances" will continue through 1998, concentrating on new-product intros. Toth will also create the first Irony catalog, to be distributed internationally this spring.
