North Castle Intros Ads for Esselte’s Dymo

BOSTON North Castle Partners is launching a TV, print and online campaign for Esselte Corp.’s Dymo unit. The effort supports the Dymo LabelWriter PC- and Macintosh-compatible label printer and targets home office and small-business consumers.

Ad spending will be $5-7 million, a client representative said, and the ads introduce the slogan, “Dymo saves you tymo.” The tag represents an effort to go for “something memorable,” said agency partner Jon Iafeliece

“Our goal was to define the frustrations associated with printing sheet labels from a traditional printer, then highlight the LabelWriter as a natural solution,” said Cindi Goldberg, client vice president of marketing, in a statement.

A 30-second spot from North Castle, an independent shop in Stamford, Conn., contrasts two office workers: one using LabelWriter and the other a typical laser printer. The worker using the LabelWriter has a far easier time getting the job done. Ultimately, the LabelWriter user sticks a label on his co-worker’s backside.