Playboy Bunny Gets Key Push

Kovel/Fuller today launches Playboy’s largest ad campaign in a decade with a branding effort that plays up the Bunny brand’s wide reach and appeal with men.
The consumer and trade campaign is comprised of print, outdoor and Internet ads, and backed with an estimated $5-10 million in spending, said sources.
With no themes or taglines, Kovel/Fuller’s consumer ads employ a “Bunny dot.com” strategy in which the famous rabbit-head icon and the text “com” are linked by various images forming the dot. Those images include an olive in a martini, the end of a cigar, a basketball and a model’s navel. The business-to-business portion will unveil a new tagline: “The most powerful men’s brand.”
Lee Kovel, chief creative officer of Kovel/Fuller, said the strategy “is to dramatize that Playboy owns men and that there’s no other brand that reaches them or talks to them in as many ways as Playboy does.”
Cindy Rakowitz, Playboy’s vice president of promotions, says the goal of the multimedia branding campaign is to “cross-promote” the magazine with the company’s growing online empire.
Last week, the agency capitalized on the publicity surrounding Jesse Ventura’s Playboy interview by running an ad with a quote from Minnesota governor that reads: “You want to know my definition of gun control? Being able to stand at 25 meters and put two rounds in the same hole. That’s gun control.”