Challenge

Tacony Corporation needed a new ad campaign to launch their Elna Xquisit™ embroidery machine and promote their flagship Elna Quilter's Dream ™.

These ads needed to differentiate the product and build brand awareness in targeted markets. Market research confirmed that these specialized users view their creations as true "works of art." Consumers want to buy from a company that understands their real needs as artists—and as sewing enthusiasts.

Solutions

"Elna—Explore the Art" is the brand message to both dealers and consumers. In ads, promotions and web site (www.elnausa.com). We communicate to consumers that Elna provides the products, service and support to extend their creative sewing abilities.

The artist's paintbrush was transformed into a powerful symbol that magically paints with an endless palette of stitches. Our goal was to show that Elna machines "bring out the artist in you."