Daylight Agency has created a new brand campaign for Avery, the first for the business in several years.
The campaign targets both the corporate sector and consumers and features national OOH advertising along with digital and social marketing across Australia and New Zealand.
Avery Products head of marketing, Lindy Hickey said: “Our key point of differentiation in this competitive stationery category is the quality and heritage of our labels.
“A creative execution that shifts the perception on the importance of a quality label and also influences the point of sale decision was a critical element of the brief.
“The Daylight team has delivered an innovative new concept which has been globally applauded in our business.”
Hickey added: “Using a personable icon to communicate our label features of quality, reliability and endurance is a genius way to cut-through a very cluttered market where labels are commonly viewed as all the same.”
Daylight Agency executive creative director, Chris Mitchell said: “The Avery team presented us with a great opportunity to elevate the profile of its brand and products.
“Our new icon – Avery – gives the brand an engaging personality and transforms simply across a variety of creative executions to demonstrate Avery’s superior product benefits in a memorable way.”
Avery is one of the world’s leading manufacturers of premium and innovative adhesive labels capturing the market since 1935.
The Daylight Agency is a creative, fully integrated and independent communications company that specialises in two key disciplines: Advertising/Marketing and Reputation/Risk Management.
Client: Avery Products
Head of Marketing: Lindy Hickey
Creative Agency: Daylight Agency
Executive Creative Directors: Geoff Corbett, Chris Mitchell
Account Directors: Meabh Duffy, Zoe Guest
Media Agency: PMA