Check, Check … Shure Goes After Younger Crowd

Jack Levy Takes Audio Product Maker Beyond Trade Advertising
CHICAGO–Shure Inc. is looking to attract younger consumers to its audio equipment in a campaign breaking this week in national music magazines.
The brand repositioning for the company, which manufactures microphones, mixers and other audio performance products, was developed by Jack Levy Associates, Chicago. Print ads, tagged “It’s your sound,” hit newsstands in this week’s issues of Rolling Stone and Spin.
“This campaign is really targeted at the next generation that is coming up through the ranks,” said agency management supervisor David Carlton. “This is kind of the wave of the future for them.”
The art shows youths singing into a Shure microphone, with butterflies or saw blades coming out from their mouths and filling the white background.
The 75-year-old company, based in Evanston, Ill., has in the past focused only on trade advertising aimed at baby boomers and music professionals, Carlton said. The old slogan from JLA was “The sound of professionals … worldwide.”
“It was clear to us, after some researching, that a repositioning of the company to expand into future markets was needed,” said Mark Brunner, senior advertising manager at Shure. “What we determined was that new ways of making music had made the art form even more personal. We wanted to shift to sending a message of partnership.”
Shure will continue its product-specific advertising in trade publications, but the brand building effort will encompass print and outdoor.
“This is definitely a separate initiative outside of Shure’s traditional schedule of advertising,” Brunner said. “We’re realizing there’s tremendous benefit in introducing the brand to some and reinforcing the brand to others.”