LG plays down on 'Life's Good' tagline due to credit crunch

by Fiona Ramsay, Marketing 28-Oct-08, 08:50

LONDON - LG Electronics is playing down its 'Life's Good' tagline in its latest campaign, in response to the gloomy economic climate.

Its latest ads focus instead on products that make life easier. Marketing director Andrew Warner said the drive would dramatise 'insights that people can relate to' because 'life actually isn't that good right now'.

The activity is intended to prompt 18- to 35-year-olds to 'reappraise' the brand.

Products such as the Renoir eight-megapixel camera phone are part of a wider focus on 'categories of products', which also include TVs and steam washing machines. The campaign features a 3-D logo, print ads, online blogging activity and a radio sketch series featuring comic duo Adam & Joe.

Comments

Bill Britt - 28/10/2008

What other brands should rethink their taglines in a recession?

Carl Martin - 29/10/2008

Mars - Work, Work, Work \(Work, Rest, Play) Loreal - Because your not worth that much at the moment \(Because your worth it) Maybe Guiness should place emphasis on 'Good things come to those who wait' again...very relevant to many at this time!