Mead Five Star: Showdown

Just in time for the back-to-school shopping season, Mead® Five Star® and parent company Acco®, along with agency of record Ryan Partnership, are introducing the brand’s 2013 campaign to further demonstrate Five Star’s unmatched durability – even against the dog that “ate your homework.”

The new multi-channel campaign – which includes up to $20,000 in scholarship funds promoted and advertised through Facebook – kicked off with TV spots featuring Cinco the dog, a mutt determined to wreak havoc on school supplies. At the end of each spot, Cinco is left defeated by the strength and durability of Five Star. Whether it’s the brand’s new, slam-resistant locker gear or the other, guaranteed “Built Strong to Last Long™” school supplies, the powerful products are always the focal point.

Five Star continues to aggressively promote through a fully integrated communications program. In addition to TV commercials, the campaign encompasses digital, social, promotion, print, and national FSI communications.

With a keen understanding of Five Star’s target audiences, Ryan Partnership successfully increased awareness among moms by 25 percent in 2012 alone. The brand’s new direction on “Built Strong to Last Long” also increased overall consumer (teen/mom) value/price perceptions by more than 30 percent, strengthening Five Star’s “why to buy” proposition vs. the competitive set.

The TV spots were created by Ryan Partnership and have debuted on broadcast TV networks, including MTV, ABC Family and Fuse.