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Paas Dyes Break First TV Spots

Ad Age, Thursday, March 29, 2007 10:45 AM

Paas, which has been selling Easter egg dye for more than a century, is using TV ads for the first time this year with a $1 million media buy it hopes will get more people to color eggs.

"Paas has become synonymous with Easter, and we've seen good growth year upon year, but we thought if we reminded consumers about their childhood traditions on TV, we could reach an even broader audience and potentially see even better growth rates," says Evan Eckman, senior vice president-marketing and sales for Pass parent Signature Brands.

Paas has a majority share of the $25 million category and grew about 6% last year. But private-label entries from stores like Target and smaller brands are making inroads. Allen Adamson, managing director of branding and identity firm Landor Associates, says the new tactic is "pretty impressive and aggressive. ... [Paas only has] "one time of year to make their splash, and if you have only that one moment to reach a lot of eyeballs, there is still no better medium than TV."

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