Carmichael Lynch up dates A.T. Cross’ image with a campaign that uses a new tagline and a media buy designed to introduce the pen maker’s products to younger consumers.
“A lot of people think of [Cross] as the skinny-gold-pen company,” said Libby Brockhoff, group creative director at the Minneapolis agency. “We [have] to let people know this brand is a progressive brand.”
The campaign, which introduces the tagline “Inspired,” attempts to position Cross pens as an essential accessory in today’s business world.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
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