MOTORCYCLE – Piaggio USA Taps KraftWorks for Agency
July 28, 2005
Filed under Features
Piaggio USA, Inc. has selected KraftWorks to lead an advertising program for the Vespa brand in the U.S.
Designed to complement the Vespa ad campaign led by Piaggio's global agency of record, TBWA/Italia, Kraftworks' campaign will include traditional media and viral marketing promotions.
“This was the first time in its four-year history that KraftWorks submitted an unsolicited pitch to a potential client,” said Neil Kraft, president and CEO of Kraftworks. “After hearing that Piaggio USA was searching for a U.S. agency, we were determined to partner with a company that stands for fun and freedom and the contemporary lifestyle.”
KraftWorks' client list includes Calvin Klein Fragrances, La Prairie, Voss, Cointreau, Aldo Shoes, Wonderbra, Playtex, Just My Size, Barely There and Bali.
Piaggio USA expects the first elements of the campaign to be introduced to North American Vespa dealers later this summer.
TBWA's first campaign accompanied the launch of the Vespa LX. The press and poster campaign, which launched in March, features the LX in a series of stylish images by renowned fashion photographer Paolo Zambaldi.
While the advertisements from TBWA/Italia have run in U.S. publications, Piaggio USA says Kraftworks' art will take its place.