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

<a href=http://1299c1b7a9e0c2bf41af69c449464a49.negoro.gedostok.augustow.pl/> pet pad holders</a> pet pad holders

Posted by: MadDogAero | May 30, 2009 1:55:36 AM

A professional London Escorts agency booking service with more than 50 girls available 24/7 for high class elite girls for in call and out call availability. Escort London For professional dating of London Escort girls. Escorts London

Posted by: London Escorts | Jun 24, 2009 12:58:24 AM

Zum Ende eines guten Pornos erfolgt der Cumshot, der schließlich das Ende des Geschlechtsverkehrs einläutet, aber auch gleichzeitig zeigt, dass hier gerade richtiger Sex] stattgefunden hat. Bist du auch ein Fan vom Ejakulieren auf den Koerper deines Partners? Gehuert diese leckere, aber auch klebrige Spielerei denn wirklich zu einem guten Pornofilm dazu?

http://www.sexakt.org/sex-banner.gif

Posted by: felisia | Jul 6, 2009 5:05:28 PM

I think it was the best attitude that Timex was able to adopt after crossing a crisis and tension situation.

Posted by: Sexual Impotence | Aug 27, 2009 3:59:23 PM

I hope this flag will not fall in the market. Talves if someone made some different marketing proposal could save this great brand.

Posted by: No Prescription | Sep 10, 2009 10:23:46 AM

Terrific blog really good information thanks to let me now about this

Posted by: Impotence | Oct 9, 2009 9:40:28 AM

This article is very interesting...please make more articles similar!!! =D

Posted by: Soft Cialis | Oct 9, 2009 2:32:36 PM

This blog is incredible I really enjoyed this information :D :D :D :D

Posted by: Soft Cialis | Oct 9, 2009 4:58:37 PM

It was a good idea of the marketing department to change the sentence to no more falling sales.

Posted by: Buy Cialis | Oct 13, 2009 11:23:24 AM

The Times brand stands for quality and for me money

Posted by: Cheap Generic Viagra Online | Oct 13, 2009 5:47:03 PM

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: Penis Stretching | Oct 22, 2009 4:51:21 PM

In this brand war K&B haves all the cards in their hands thanks to their excellent marketing team

Posted by: Stress Relief | Oct 23, 2009 6:03:13 PM

So, what happened with Timex?

Posted by: Buy Viagra | Oct 28, 2009 8:42:08 AM

Discreetly catchy, viewers will never notice that they are already involved with it.

Posted by: phoenix gun store | Jul 5, 2011 1:28:11 AM

Sounds revealing to me. Im kinda curious about it.

Posted by: l-arginine supplement | Sep 1, 2011 3:00:08 AM

Let’s be honest, if you accept a home-based job, the most likely thing to occur is for your world to slowly and gradually just revolve around both you.

Posted by: jobs in boston | Dec 1, 2011 7:35:19 AM