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LOS ANGELES-Computer peripherals maker Iomega’s new, estimated $5 million branding campaign is set to take off, using images of one of the world’s largest cargo carriers to promote the personal computer data storage Zip products.
The Condor will appear in Iomega’s Zip drive ads, created by the client’s global agency, Euro RSCG Dahlin Smith White. Print ads for the Zip external and built-in products break this week in business, computer and general interest publications. The first flight of TV ads is set for mid-November, supporting the built-in drive only, and a second flight will run in December.
The “Zip Built-In” campaign aims to build a similar image for Zip products as Dahlin Smith White’s “Intel Inside” campaign has done for the Intel microchip-namely, to position the high-capacity data storage disk as a critical brand ingredient for PCs.
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