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Briggs powers into national TV campaign 'Image' ads appear on sports programming

Briggs & Stratton Corp. has launched a television advertising campaign aimed at strengthening its overall brand awareness among consumers.


The campaign, titled "The Power Within," was developed by Marx McClellan Thrun, a Milwaukee advertising agency.


The ads don't mention of Briggs & Stratton's product lines, but a variety of the company's products appear in the spots, including power washers, generators and a lawn mower and edger powered by Briggs engines.


"This is strictly a brand campaign. It's not about our products," said Mary Sausen, vice president of brand marketing for the Wauwatosa-based Briggs. "We've always had great brand loyalty. We wanted to go out and strengthen that emotional bond."


Sausen declined to reveal the amount Briggs & Stratton is spending on the campaign.


The commercials were produced in a high-definition TV format and began airing this month during national sports programs, including ESPN's "SportsCenter." The spots also will air on CBS during upcoming college basketball broadcasts, including the Big 10 Conference semi-finals, the Southeastern Conference championship game and the "March Madness" NCAA tournament.


Throughout its nearly 100-year history, Briggs & Stratton's primary line of business has been mass-producing small, gasoline-powered engines for original equipment manufacturers, mainly in the lawn and garden equipment industry.


"Briggs has got a great brand, but they've never really announced themselves to consumers," said Rick Thrun, president and creative director of Marx McClellan Thrun.


Briggs & Stratton has run consumer-focused commercials in the past to draw attention to its engines, but this marks the first time the company has created a campaign on overall brand awareness, said Jeff McClellan, a senior partner of the agency, 207 E. Buffalo St.


Warm weather sites

The ads were shot in Tampa, Fla., but Marx McClellan Thrun hired Milwaukee talent to develop the 15-, 30- and 60-second spots.


Paul Cebar, a Milwaukee singer and musician, composed and performed the original music and did the voice-overs.


Marx McClellan Thrun has handled projects for Briggs & Stratton in the past, including designing the backdrop and signs for the Briggs & Stratton Big Backyard stage at Summerfest. The agency also designed the Power House showcase, a 14,000-square-foot product museum at Briggs & Stratton headquarters.


The agency's previous work with Briggs & Stratton played a part in the decision to hire the firm to develop the new advertising campaign, Sausen said.


Cramer-Krasselt
, Milwaukee, did the media buying for the new campaign.


Briggs & Stratton has added finished consumer products to its lineup in recent years, including Generac Portable Products, Simplicity Manufacturing Inc., Snapper lawn mowers and Murray lawn, garden and snow products.

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