Happy 50th Anniversary
In October 1993, a special General Meeting of the Association’s membership voted to continue the promotional levy, an innovative member-funded mechanism, which had allowed the Association to launch its pioneering advertising campaign that was the envy of aerosol bodies around the world.
The continuation of the levy, for a further three years, enabled the Association to build on its press and radio campaign by embarking on a ground-breaking television advertising campaign, also delivered by John Bevins agency. (You can read about the successful 1993 print campaign in the Association’s 50th Anniversary e-card in May.)
The Association’s television campaign ran over three years - from1994 through 1996 - featuring 15 and 30 second commercials aired in eight week bursts on local TV stations broadcast in Sydney, Melbourne and Brisbane. For extra emphasis, these TV ads were accompanied by supporting advertorial campaigns in print media.
Colloquially known as 'Star Signs', the TV commercial followed up the cheeky, irreverent style of the cartoon 1993 print campaign, and featured talking stars (the galactic kind) looking down on earth and noting the actions of local aerosol manufacturers in phasing out CFCs.
The John Bevins TV advertising brief called for "a communications tone which is authoritative and persuasive, yet bold, daring and different".
The TV ads promoted one very important message: “Today’s aerosols don’t harm the ozone layer”, which aimed to dispel the persistent misconception that aerosols were still harming the ozone layer and to remove consumer guilt associated with purchasing aerosols.
This single-minded focus on the CFC issue was based on extensive market research and focus group analysis and was complemented by print and public relations initiatives which took a broader view of the advantages of the aerosol package, increasingly focussing on the recyclability of aerosols.
In its 1994 creative presentation, John Bevins noted that the theme for the commercials would be:
"It’s OK to Spray"
... and this theme was to go on to become the mantra of campaigns to promote the aerosol package around the world, including in New Zealand, Europe, the United States, and South Africa.
This mantra was developed into a reassuring logo message that is still available to members who wish to include it on their product labelling and in their marketing initiatives.
And, 12 years on, the Association’s PR & Marketing Working Group continues to embark on initiatives to proactively promote the positive benefits of aerosols.