BOSTON North Castle Partners targets women 18-49 in its latest TV and print campaign for Dymo, a supplier of label makers for consumers and businesses.
The new work from the independent Stamford, Conn., shop runs through September and touts the client's handheld LetraTag labeler.
"We wanted to illustrate that label makers are a great way to simplify consumers' lives and to communicate that label makers aren't just for the office—the LetraTag is useful for a variety of needs, including identifying things you encounter along the road of life," said Rick Constantine, director of marketing for Dymo.
A 30-second TV spot running on cable networks DIY and HGTV shows situations in which objects (including the beanstalk from the "Jack and the Beanstalk" fairy tale) are unidentifiable until labeled by the LetraTag. A similarly themed print component appears mainly in national women's magazines.
The tagline is "No matter what it is, you'll know what it is," replacing "Dyno saves you tymo."
Steve Garbett and Steve Mark served as co-creative directors on the campaign. Chad Hangen handled art direction and Marc Nelson wrote the copy.
The client, a unit of Esselte Corp., has spent approximately $5 million on ads in recent years, per Nielsen Monitor-Plus.