Remember the perky commercials that began with the ringing of a doorbell followed by the words “Avon calling”? Now, years later, the cosmetics company Avon wants to ring billions of doorbells at the same time with the largest campaign in its 121-year history.
The campaign getting under way carries the theme “Hello tomorrow.” The ads are the first work from an Avon creative agency, Soho Square in New York, part of the WPP Group, which began developing the campaign in September 2005.
“It was a journey in getting there,” said Elizabeth Smith, executive vice president at Avon Products in New York, who is president for Avon North American and global marketing.
“It was not a matter of, ‘Gee, I love that brand,’” she added, explaining what the campaign is meant to accomplish, but rather an effort to express that Avon “is the company that best understands and empowers women.”
The campaign seeks to recruit sales people to join the more than five million who already work for Avon, as well as to build morale among employees of the company, which recently went through layoffs.
Daniel CJ Kruger on March 29th, 2007 at 10:56 am
I would like to discuss the possibility of assisting female entrepreneurs in Sudan in starting Avon, i have been approached to seek a cosmetics company, with a good track record, well need i say more. my goal is to start in Khartoum first then move out to the countryside. we need to discuss the business model please, Daniel CJ Kruger.