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LENOX MOVES BEYOND PRODUCTS WITH NEW PRINT AD CAMPAIGN.

LAWRENCEVILLE, N.J.-Three years ago, Lenox set out to establish itself in consumers' minds as a giftware company, as opposed to a tabletop company. Now it is taking its "Gifts That Celebrate Life" advertising campaign to the next level with ads that not only reflect the sentiment of the gift-giver, but, in a rare turn for a tabletop company, emphasize people over products.

"We felt the campaign needed to take a giant step forward," said Peter Cobuzzi, vice president of brand development. "We didn't have the best possible campaign we could have, and the Lenox brand deserved that.

"We know that in order to be a great gift company, you [must examine] the reason for giving gifts in the first place, the emotional attachment to gift-giving."

Lenox spent months reviewing ad agencies and concepts before assigning the job to Eisner Communications in Baltimore, which Cobuzzi described as "head and shoulders above anyone else."

The new ads connote Lenox as a premium, prestige gift brand, one appropriate for weddings, holidays and any other gift-giving occasion. Using candid, ivory-washed black-and-white photographs, the ads present people in joyous situations -- a beaming wedding party, a child on Christmas morning -- while the body copy relays the sentiments associated with the image shown. Lenox's signature color scheme of ivory and gold is carried through in the ads by a gold ribbon that "wraps" the ad as if it were a gift, and a Lenox gift card positioned in a corner of the ad that conveys the gift-giver's thoughts.

The bridal ads have begun to run in several bridal books, while holiday-themed ads will appear next month in 12 lifestyle publications, with Metropolitan Home, Bon Appetit, O: The Oprah Magazine and Victoria among them.

Future ads will focus on additional gift-giving moments, such as the birth of a baby and Mother's Day.
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Author:Zisko, Allison
Publication:HFN The Weekly Newspaper for the Home Furnishing Network
Article Type:Brief Article
Geographic Code:1USA
Date:Oct 28, 2002
Words:306
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