The Independent Launches Brand Campaign

The Independent has announced a new branding campaign, the first since it was bought by its new owners, Independent Newspapers (see Newsline). The campaign involves a 60-second ad to be run in cinemas across the UK until the end of the year, and a nation-wide poster campaign will run from 1 November.

The advert, shot in black and white, is aimed at 18-34 year old cinema goers, and illustrates starkly the conflicting messages which permeate society, for example: “Don’t be fat, don’t be thin. Don’t be old, don’t be childish.”

The new ad coincides with the launch of the film Velvet Goldmine, and a free promotional CD-ROM will be given away with the Saturday edition of the paper. Duncan Eaton, head of marketing at The Independent commented: “We want people to see the paper as non-conformist, non-compromising, exciting and provocative. It is an up-market paper with thought provoking articles and interesting points of view. This ad is different, it is powerful and it will be a huge success.”

The Independent: 0171 345 2000