Highlighters Get Their Own Promo Jacket
Advertisers working for Faber Castell, makers of highlighters, came up with a clever idea for positioning their product where the market was greatest – on college campuses. Because a lot of college students ride bicycles, even at night, and don’t necessarily take safety precautions, Faber Castell combined their ad campaign with a safety campaign to make a winning promotion. They distributed reflective jackets – accompanied by a highlighter with the same bright yellow color ink – to students, and watched with pleasure as the cyclists drove all over town with the Faber Castell brand on their backs.
[via DirectDaily]
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