Corporate Eye

Mr. Clean Chooses Xerox

In an effort to reposition the Xerox brand as more than just a company that makes copy machines, the creative team at Y&R New York put together a global branding and marketing campaign that features famous brand mascots that are not owned by Xerox Corporation but rather by Xerox clients.

Xerox had a problem.  When the company acquired Affiliated Computer Systems earlier this year, its capabilities and offerings expanded far beyond manufacturing printers and copiers.  Suddenly the brand name that had become a generic term for photocopying (“Could I get a Xerox of that contract?”) promised a lot more.

Enter Procter & Gamble’s Mr. Clean, Target’s Bullseye dog, and the Marriott Hotel & Resorts’ bellman as well as iconic mascots for The New York Mets, Ducati and the University of Notre Dame, with more brands to come.

Ads in the campaign feature these well-known characters demonstrating how Xerox helps them get things done and be successful.  The initiative includes television, print, out-of-home and digital components, including motion-sensor and touch-screen activated billboards.

Check out several of the print ads and television commercials from the Xerox website and YouTube channel below as well as a video with Xerox’s marketing and advertising executives who discuss the branding initiative in more detail.  While Xerox typically spends under $10 million per year on advertising, this new global campaign has been said to have a budget in the multi-millions.

Print Ads

Xerox_P_and_G-Print-Ad

Xerox-and-Target-Print-Ad

Xerox-Ducati-Print-Ad

Television Commercials

Xerox Roundtable

What do you think?  Love it or hate it?  Worth the investment price tag for Xerox? Leave a comment and share your thoughts.

Images: Xerox Image Gallery

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Susan Gunelius is the author of 10 marketing, social media, branding, copywriting, and technology books, and she is President & CEO of KeySplash Creative, Inc., a marketing communications company. She also owns Women on Business, an award-wining blog for business women. She is a featured columnist for Entrepreneur.com and Forbes.com, and her marketing-related articles have appeared on websites such as MSNBC.com, BusinessWeek.com, TodayShow.com, and more. She has over 20 years of experience in the marketing field having spent the first decade of her career directing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Today, her clients include large and small companies around the world and household brands like Citigroup, Cox Communications, Intuit, and more. Susan is frequently interviewed about marketing and branding by television, radio, print, and online media organizations, and she speaks about these topics at events around the world. You can connect with her on Twitter, Facebook, LinkedIn, or Google+.
 
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