Promotion
A Giveaway With A Bite
At the Kitchen/Bath
Industry Show, Bemis Manufacturing adapted the mascot from its humorous,
award-winning print advertisements into a successful and economical giveaway.
In the ad, a bulldog holds a toilet seat between his jaws - a testimonial
to the toughness and endurance of the seat's finish. As a giveaway, the
company had 1,000 stuffed toys in the likeness of the bulldog (a.k.a. "Bemis
babies") made. The total cost for the items was less than $4,000 (including
each toy's bone-shaped collar reading "Bemis"). According to
Boyd Miller, plumbing products manager, the use of the ads in the booth
and the giveaway extended the memorability of the ad message, reinforcing
the high-quality image of the product even after the show.
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