• Ad Age, Monday, June 25, 2007 10:33 AM

Although the $30 billion Philips brand name is well-known in Europe, it's trying another experimental marketing approach to increase awareness in the U.S. The marketer is packaging most of its sub-brands --including Norelco, Sonicare, Avent and Magnavox -- into a variety of test campaigns that tie back to the mother brand.

A guessing-game print ad, for instance, asks readers to find the 18 Philips products in the metro-sleek loft living room and kitchen pictured. An answer key and product list will run on the next page. The test effort includes TV, print and online elements along with a variety of media strategies. It will start July 9 in three markets.

The campaign builds on the 2004 "Sense and Simplicity" push that raised U.S. awareness from "nowhere to double digits" in the electronics space, says Eric Plaskonos, director-brand communications at Philips North America. The plan is to study and dissect the results from the test markets -- both creative and media -- to determine the most effective elements for a broader U.S. push.

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