RUSS BERRIE

OBJECTIVE
Transform a large, successful manufacturer of “plush” animals (Teddy Bears) into a recognized, memorable consumer brand.

STRATEGY
Make the “Russ” brand stand for a positive, emotional consumer end benefit. Formulate a vertically integrated, consistent image program behind the brand.

TACTICS
a. Attach a highly visible red hang tag, with the “Russ” logotype and butterfly icon, to all “plush” items.
b. Make sure the logo is featured dominantly on all Russ in-store displays and fixtures
c. Create a consumer campaign utilizing four color, full page ads each featuring a single Russ Bear placed in a loving, empathic and heart warming situation to evoke an emotional connection with the reader.
d. Develop a tag line that symbolizes the Russ “brand essence” with both consumer and corporate relevance and to sustain over time…. “Russ. Make Someone Happy”.
e. Design a national magazine campaign targeted to influence heavy purchasers (Females 25-44 w/children under 12 and HHI $50,000)
f. Place the ads in magazines that have successfully developed a strong symbiotic and interactive relationship with their readers (i.e. People, Martha Stewart Living, O – Oprah Magazine, Country Home).