A One-Man Licensing Expedition

BOSTON-To generate interest in licensing the Timex name, the company has launched a print effort for its Expedition line of watches through Happy Dog, a one-person creative boutique in Norwalk, Conn.
In one execution, using the headline, “Wanna come out and play?” the product is shown being carried off by an army of ants as a dragonfly glides overhead. Copy points out that millions of nature-loving consumers wear “America’s trailblazing, fastest-selling outdoor watch brand.”
The tagline: “Possibilities as great as the great outdoors.”
The ad seeks to attract buyers and manufacturers of outdoor gear such as apparel, backpacks, flashlights, tents and sunglasses, said Timex official Helen Prial. A toll-free telephone number is given for companies exploring licensing opportunities.
“The Expedition line has been so successful that we want to capitalize on that and broaden awareness,” said Prial. “We’re trying to exploit our Expedition logos in other categories.”
Happy Dog’s David Grigg handled both copy and art direction for the effort, which will appear through the end of the year in License magazine. Middlebury, Conn.-based Timex is handling media placement in-house.
While a copywriter at the Hughes Agency in Norwalk, Conn., Grigg created ads for Beepwear, a line of watch pagers from Timex and Motorola.
Grigg broke away from Hughes about a year ago to form Happy Dog, where he remains the sole employee. ƒ