Philips: We're Not Just Light Bulbs†

Marketer Uses Umbrella Tack to Show Consumers Breadth of Its Product Line

Advertising Age, June 25, 2007 — Millions of Americans became more aware of Philips thanks to its media campaign that brought the table of contents closer to the front of magazines, stripped annoying subscription cards from Hearst titles and pared 12 minutes of ad time from "60 Minutes." Yet the $100 million spent in the U.S. by the Dutch marketer on its "Sense and Simplicity" campaign didn't familiarize consumers as much with its products