Main | Viral Vida »

Timex Licked

This week the New York Times announced that Timex was dropping its famous tagline "Takes a Licking and Keeps on Ticking" and replacing it with "Timex. Life is Ticking". BuzzSponge loves K&B's work. We suspect that they made the best of a bad situation. Well, maybe only a fairly bad situation--they did win the account from Fallon after all. We digress. The unfortunate situation for K&B was being laden with a client who seems to be trying to make his mark at the expense of the business.

For a company like Timex, where "history" is a cornerstone of its "brand essence" the strategic decision to go au courant seems a poor fit.

In the Times Article, the Chief Marketing Officer argues that quality and durability were no longer unique claims for a watchmaker and that they needed a way to "take the brand forward". What about the Timex "Ironman" watches? Furthermore, in an economic environment like today's, quality and value for the money are purchase considerations that show no sign of going out of style.

"It takes a licking and keeps on ticking' was very consistent with a durability message, and was very effective, but durability is now almost a given because as technologies have improved, people have caught on to it. Our thought was, is there a way to evolve beyond durability, to look for that something that captures more of the spirit and mindset of today." CMO, Timex

Does that rationale justify replacing the campain ranked #40 in Ad Age's list of the 100 Best Ads of the Century? Stuart Elliot suggests that the awareness and recall numbers alone don't justify the switch. Putting "Timex" in the new line was a nice way to guarantee that those awareness numbers stay up when the tracking studies are fielded six months from now.

Unfortunately, we feel that historic Timex may be shaping up to be just another new-millenial marketing casualty a la Levis, Gap and Reebok. As CEO's and CFO's continue to view advertising and marketing as "expenses" and "sales levers" rather than investments in intangible value/goodwill, expect to see more flavor of the month, short-term, short-sighted marketing decisions such as the Timex debacle.

Timex was saavy in the short-term. The immediate PR benefits alone may justify cutting the famous tagline loose. However, we question whether the decision to create a new line that better reflects "today" is the sound decision for Timex of the future? Wouldn't it have been more precient to unleash the creative firepower at Kirshenbaum on executing new, exciting means of leveraging Timex's media buy? With a national ad budget of $6 million, perhaps Kirshenbaum has no choice but to find innovative means of getting the word out.


Posted by Bradley Peacock | Permalink

Comments

Pot should be, should not be decriminalized

Posted by: ashton case cigar leather | Aug 8, 2007 9:20:14 PM

giornata mondiale dei diritti umani (il 10 dicembre): sarebbe stato giusto processarlo?

Posted by: cigar famous smoke | Aug 8, 2007 9:20:37 PM

I haven't been up to much lately. Eh. I just don't have anything to say right now. I've pretty much been doing nothing worth mentioning. That's how it is. I haven't gotten anything done.

Posted by: san diego sail boat rental | Aug 10, 2007 1:06:31 AM

My life's been basically boring. Not much on my mind today. I've just been letting everything pass me by recently, but such is life. Basically nothing seems worth bothering with, but eh. It's not important. I've just been hanging out doing nothing.

Posted by: beer can hat | Aug 11, 2007 7:12:33 AM

My life's been pretty dull these days. Not much on my mind recently. My mind is like a fog, but shrug. I haven't been up to anything today, but oh well. I haven't gotten much done lately.

Posted by: candy chocolate rock | Aug 13, 2007 9:41:26 PM

I feel like a fog, not that it matters. I've pretty much been doing nothing , but eh. Today was a loss. I haven't gotten much done for a while.

Posted by: vinyl tote bag | Aug 14, 2007 6:08:12 PM

An integrated, segregated society is better

Posted by: dealer discount tire | Aug 27, 2007 4:06:24 AM

An integrated, segregated society is better

Posted by: dealer discount tire | Aug 27, 2007 4:06:52 AM

I've just been staying at home waiting for something to happen. I just don't have much to say right now, but so it goes. I've basically been doing nothing to speak of, but shrug. Today was a loss. I don't care. That's how it is.

Posted by: kent | Sep 23, 2007 11:39:02 PM

More or less nothing seems worth thinking about. Not much on my mind today. Today was a total loss. My mind is like a bunch of nothing, but maybe tomorrow. So it goes. I just don't have much to say recently, but whatever.

Posted by: occupation | Sep 23, 2007 11:39:10 PM

Life is designed by some sort of intelligence, God created life

Posted by: mobile material handling equipment | Sep 26, 2007 12:47:58 AM

I haven't been up to much these days. Such is life. I've just been letting everything happen without me these days, but I don't care.

Posted by: abstract | Sep 29, 2007 4:59:44 PM

I just don't have much to say right now, but I guess it doesn't bother me. Basically nothing seems worth thinking about. Nothing notable happening these days. Shrug. Not that it matters. My mind is like a void. I've basically been doing nothing , not that it matters. More or less nothing going on. I guess it doesn't bother me. Not much on my mind.

Posted by: accomodate | Sep 29, 2007 5:00:21 PM

I grandi vecchi delle dittature mondiali si spengono. Fidel è grave e ieri è morto Pinochet, ironia della sorte nella

Posted by: Sandra | Oct 2, 2007 4:04:39 PM

The community should provide adequate programs to help juvenile delinquents

Posted by: john | Oct 6, 2007 11:35:24 AM

Drivers who run red lights should be punished severly

Posted by: sam | Oct 8, 2007 12:59:10 PM

Hello, very nice site, keep up good job!
Admin good, very good.

Posted by: Stasigr | Oct 29, 2007 10:00:10 AM

very interesting, but I don't agree with you
Idetrorce

Posted by: Idetrorce | Dec 15, 2007 6:43:38 AM

Do you like Russian ladies?
What ladies do you like?
What ladies like you?
--------------------------------------------
Register now: http://r-women.com>www.r-women.com
--------------------------------------------
- We have chosen the best looking ladies for you.
- All the girls go through checking procedure. We ruthlessly weed out the scammers (only 2 of every 3 girls pass the checking).
- You can always rely on our support and are most welcome to ask us. We will help you with advice or, if needed, check information about a particular girl you are interested in.
- There is a possibility on this site to choose the girls not only by their beautiful appearance, but by professionally stated psychological recommendations. We offer you a compatibility test. Near every girl's profile in the gallery you will see instant compatilbity result. These are 5 hearts, color from red to grey depending on your mutual compatibility.
--------------------------------------------
Register now: http://r-women.com>www.r-women.com
--------------------------------------------

Posted by: russiam | Jan 13, 2008 10:37:19 AM

Hello. Address your site "buzzsponge.typepad.com" was found in a public list of resources that would like to receive advertisements. If you do not want us to place on your site ads, please go to - advertising-poll.leadhoster.com - where you can easily remove your site from the list.
(Link is not "active". If this is not the appropriate branch for this post, you can remove it.)
Thanks.

Posted by: Reklamist_One | Oct 11, 2008 5:37:00 PM

Купить диплом стран СНГ можно на - www.ukr-diplom.ru У нас можно заказать и купить дипломы ВУЗов Украины и России. Купить диплом ВУЗа или купить аттестат вуза вы можете легко и без лишних хлопот в нашем сайте "ukr-diplom.ru". Мы предлагаем вам изготовление дипломов и аттестатов от любого вуза. Покупая диплом о высшем образовании, будь то дипломы по экономике, дипломы по юриспруденции или же по какой-то другой специальности или ж

Posted by: manofsexyg | Mar 20, 2009 6:51:41 PM

Great prices, special offers for regular customers <a href= http://www.mwsu.edu/forums/conservatives/forum_posts.asp?TID=571&PID=929 >buy clonazepam</a> <a href= http://www.mwsu.edu/forums/conservatives/forum_posts.asp?TID=572&PID=930 >cheap zolpidem</a> <a href= http://www.broad.mit.edu/mpg/wiki/index.php/User:Buy_Propecia_Without_Prescription >propecia no prescription<

Posted by: bruipiefe | Mar 23, 2009 10:25:17 AM

Hey :)

Amazing weight loss stories here,
And here you can buy Anatrim
http://www.zmeii.com/?toxaawgjgw

I've always had trouble with my weight ever since I was young. Of course I tried all the "best" fat loss products, nothing helped very much. It wasn't til I tried Anatrim that I saw the pounds seriously start to melt away! Nothing helped me lose weight faster. I literally saw 15 pounds melt away within the first few weeks! There's nothing more exciting than watching pounds disappear, especially when you've tried all sorts of different methods and products before. I've since read up on Anatrim and am amazed at the number of people who have benefited from its amazing results. I'm halfway to my goal, Anatrim will get me the rest of the way ;)

Posted by: Anastasiaprostia | Mar 30, 2009 4:21:38 PM

Greetings to all escort agency brussel give its advertising in Pages few newspapers or Pages Web sites can be find large quantity Advertising <a href=http://www.brusselgirls.com>escort girls</a> Type “beautiful girl will brighten up your company and loneliness...” Judging from the price list in escort brussel — these fine Girls earn a little not. And increasingly Ukrainian model of a penny in <a href=http://www.brusselgirls.com>massa

Posted by: Ringirrolfis | Apr 7, 2009 2:54:03 AM

this is so good but do not agree.

Posted by: disney store merchandise | Apr 17, 2009 11:02:46 PM