DYMO Encourages Label Lovers to Talk Flirty in Playful New Campaign

Labelling brand DYMO, owned by Newell Brands, has launched a social and influencer campaign across Germany, Netherlands and Belgium to promote its DYMO LetraTag 200B product. The tongue in cheek campaign invites label lovers and organisation fanatics to engage in their own unique love language.

Enter Mr DYMO, a suave and sophisticated man with a somewhat unusual labelling kink. For Mr DYMO, nothing quite speaks to him like a well-organised pantry, a clearly labelled laundry room or a curated craft project. Personifying the act and enjoyment of labelling, he embodies the passion that unites both audiences, no matter their labelling needs. 

The ad campaign aims to raise awareness and drive sales of the bluetooth label maker across European markets. Designed with the modern consumer in mind, the LetraTag 200B is a compact, lightweight and portable device that connects to an easy to use app, allowing users to enjoy labelling with ease and variety.

DYMO tasked Digital Natives to help promote the product through a comprehensive strategy, media and comms plan devised to effectively reach as many people as possible. Working to tap into the various audiences - parents of young children who enjoy creative crafts and home hacks - the campaign leans into the satisfaction that many feel for organisation and labelling. 

Using socially native formats and creative executions such as split screens, duets and greenscreen, we see Mr DYMO interacting and reacting with user-generated labelling content, all set against the backdrop of '70s funk. Mr DYMO’s sexy, silly and over-the-top facial expressions tell us everything we need to know - he wants everyone to “Talk DYMO to me”.

The campaign is expected to reach close to 100m consumers across Germany, the Netherlands and Belgium with a large digital plan and creatives across Facebook, Instagram, TikTok and Pinterest, alongside a comprehensive twelve week influencer campaign.

Liesbet De Soomer, global brand management director DYMO said, “That wonderful feeling of accomplishment and pride you get when your place looks neat & organised is what DYMO is here for. With this campaign, we want to speak to these consumers in a quirky and fun way, presenting our easy to use LetraTag 200 Bluetooth label maker to help you get organised!”

Digital Natives' co-founder, Alistair Fitch, added, “Organisation and home hacks are hugely engaged topic areas with vast communities on social. With DYMO we wanted to appeal to these groups and allow them to feel seen, whilst more broadly tapping into the satisfaction everyone can relate to when everything is in its rightful place.”