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Tagline Is Changed as New Management Spurs a Fresh Campaign
CHICAGO–Rubbermaid emphasizes the durability of its products in a tongue-in-cheek campaign from Martin/Williams Advertising that marks a slight position shift for the company.
Following the sale of Rubbermaid to Newell Co. last March, new management “asked for a big unifying idea for the brand,” said Terri Shapiro, vice president and management supervisor at the Minneapolis agency.
The campaign scraps the 3-year-old “Ideas that last” tagline in favor of “Survives the unbelievable.”
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