HomeMy WebLinkAbout2015 03-12 New 3M ad campaign emphasizes tech products STAR TRIBUNE -�cStarTribun�
New 3M ad campaign emphasizes tech �,�� ,
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Article by:Dee DePass ,W: ,�
Star Tribune ,��� �:���,.' `
March 12,2015-621 AM ���' �°'��
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In the minds of top 3M Co.executives,not enough people know _ � ' �
that the company makes liquid coolants in which sensitive �,�,: �,�� � ky^ "
computer servers are immersed. a,'' � � � �� �
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Fewer still associate 3M with the glass and ceramic bubbles used ������ �L�y,,,,..,
in cars and paints or its Bluetooth-enabled stethoscopes,reflective .� �, r;,,,w;
road signs or the brightening films used in TVs,cellphones and � t c a ��`�
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laptops. �t��r �i,- . �I�...�i;.n:,
To the man on the street,3M is synonymous with Scotch tape and ` °'' '� "���� `
Post-it notes.
The 3M executives hope thaPs about to change. - .--;
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The Maplewood-based conglomerate has hired creative firm �-"� - �`"�
BBDO in New York to launch a new ad campaign that emphasizes ,� �. �
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its smartphone,passport,librery and fiitration lechnologies,among
other products thal are seen every day but not readily identified �+��'°�
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with thE`332 billion manufacturer. ,�����
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The campaign—which features the new 3M tagline"3M Science. �, �' � z�,..
Applied to Life"—launches online Friday.It also will be feaWred ,., a '�-- �*
rominEntl at South b Southwest(SXSV�music,film and � ����r
��p I �4
n teractive technology festivals,which begin this weekend in � ,� ' �.,'{��t`!�'�N�� ,�y��, i'� � ��� 9
Austin,Texas. d Ill��9il � i
3M offciais deGined to disclose the campaign's wst but said the � �
new branding and tagline will emphasize how 3M's science a : r t -� c .+���:F i r.t�,a
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"impacts the world around us."The campaign is designed to �, .J�, s. '�, � " � •f�"�� n
educate existing and future customers about the breadth of 3M's
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scientific offerings and research,officials said �
If successful,the new ad campaign will help consumers and
corporetions think differently about 3M and"generate a new �::: :�
conversation that challenges traditional perceptions of the 3M �
brand,"said Jesse Singh,3M senior vice president of sales and °` ���, ��.
marketing
He added that the new"3M Science"brending wili be used by all ;;:,� ,,.,.y,;;,,,,
�nesses—industrial,health care, ,
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e of
3M s
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safety/graphics,consumer and electronics/energy.The online ads
will target select customer groups on websites and search engines
they frequently use.The ads also will be used on Twitter,
Facebook and YouTube,Singh said,adding that"this plattorm is �-�;,�e ..
the next step ro advance 3M's business strategy." �
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The rollout has been in the planning stages for months. '�
3M CEO Inge Thulin told analysts during a presentation last week a
that 3M's science-based formulas and products are"what 3M is all
about We're about technologies.We're about innovation.And we �'
are helping out customers in their technology conversions.We are
a science-based,project-based company and we know how to
drive out cosl"
As more corporations learn of 3M's broad reach,Thulin expects
sales ro grow 310 6 percent this year.3M is also beefing up its
research and development spending from 5.6 percent of sales to 6
percent,or 51.9 billion,by 201Z That should deepen 3M's bench
of new products and technology offerings.
"We are investing in the right opportunitles,"Thulin said.'Research
and development is the heartbeat of 3M,so iCs important for us to
continue to invest in innovation and in business transformation."
At SXSW,3M is partnenng with MTV and has hired the DJ
Tokimonsta to perform.She will incorporate her music with live
sound samples of her heartbeat,which will be captured with 3M's ':�� �
Littmann electronic stethoscope. _§ a `�
3M is building a"LifeLab"tent for the festival that was designed by 1�• -� �
New York-based Softlab.The 3M LifeLab,open Friday through �, ,
Sunday,will feature a 3M photo booth,seamstresses and 3M ��.�
scientists that will perform demonstrations,workshops and hands- �� �
on experimenta ..
To help festival goers'see'its reflective brightening films,3M is ��^��� � � � � p
going to appty the technology in low tech ways.It has hired two .i�. r ic �I
seamstresses to stitch the shiny material into designs that will be +,,���i.e
attached to attendees'clothing,wallets or purses. R '���i
3M will have a"Dazzle Photo booth"in which festival goers can I�,�'�
take pictures.Visually creative backgrounds will projected into the
backgrounds using 3M's advanced optical fiims.
IPs the kind of unexpected reach that 3M officials are celebreting.
Thulin,who became CEO 3 years ago,told analysts that it's
important"to clarify the purpose of 3M and what we do and what
we have done over 100 years in tertns of advancing,enhancing
and improving[what]we do through technologies,product and
innovation."
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Dee DePass•612-673-7725
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