10 Nov 2003
Case Logic launches MTV Campaign
London 10 November 2003: Case Logic, the worldwide brand leader in portable and home storage audio accessories, is running a Pan-European TV advertising campaign on MTV, which will include the UK.
The ads are intended to target trend-setting youngsters who use CDs, MP3s, handheld games and mobile phones on the move. The 15 and 30 second ads will run on MTV six times a day from 16th November to 31st December and could potentially be viewed 100 million times by MTV's predominantly 16 - 24 year old viewers.
To enhance the brand further, Case Logic was a sponsor of the MTV Europe Awards held in Edinburgh on 6 November. The event has a potential audience of 26.5 million 16 - 24 years olds.
In the UK, Case Logic products are exclusively distributed by Path Group PLC (Thame, Oxfordshire).
The ad reinforces the strap line "what's inside survives" with a family taking their pick up truck to a car wash. Coolly dad gets his CDs out of a Case Logic CD wallet and puts some music on. Once in the wash, the mother panics when she realises that her children are still in the back of the truck. However at the end of the wash, she finds they have been covered with strong tarpaulin and raincoats, they are fine and dry. As they say, "Protect what you love, what's inside survives"
The campaign coincides with the launch of Case Logic's Action Sports Signature Series which, like the ads, is aimed at young people who want to maintain a cool, trendy image in all aspects of their lives. The series, endorsed by skate legend Tony Hawk, BMX superstar Dave Mirra and World Champion snowboarder Shaun Palmer, includes stylish game wallets, CD cases and car visor CD wallets.
Neil Curry, Sales Director, Path Group PLC, said, "We are delighted to be supporting Case Logic's MTV ad campaign in the UK. What better way of presenting the individuality and originality of these products to teen, tweens and young adults than on their lifeline, MTV? The campaign is intended to raise the youth market's awareness of and demand for Case Logic products and as a result we hope to see increased sales in the UK from this group."
Protection, innovation and quality are the focus of Case Logic's products. All Case Logic goods are backed by a lifetime warranty supporting Case Logic's strap line "What's protected thrives, What's inside survives." Case Logic's products are often copied, however they are rarely rivalled on quality.
Reader enquiries
Path Group Plc
Unit 8 Dormer Road, Thame Industrial Estate
Thame, Oxfordshire OX9 3UD
United Kingdom
Notes for editors
About Path Group
Path Group plc is the exclusive UK distributor for Case Logic products. Path are specialists in design, sourcing, product development and supply chain management of a wide range of home entertainment and business accessory products. As an international operation with divisions in the UK, US and Hong Kong, Path is well placed to serve the global market. Within Path Group there are 4 distinct operating divisions: Path Premier, supplying top of the range audio systems; Car Audio Labs for high end in-car entertainment products; Path Distribution which sells branded telephone, computer audio and video accessories and Path Group inc, based in Michigan USA, supplying OEM and banded audio accessories to the American market. For more information, visit www.path.co.uk
About Case Logic
Case Logic was founded in 1984 and has grown to become the world's leader in innovative, functional and trend-setting soft-sided storage accessories, with more than 400 products protected by a strong patent portfolio. Today, with around 200 employees world-wide, the company develops, markets and distributes portable and home storage accessories for compact discs, CD-ROMs, cassettes, DVDs, MiniDiscs, portable electronics, desktop ergonomics, PDAs, cameras and camcorders, automotive and wireless accessories for customers across the globe. In Europe, Case Logic has operations in Belgium, the Netherlands, Germany, France, Spain and Switzerland and is supported by a network of distributors elsewhere. For more information, visit www.caselogic.com
