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Well played, Etch A Sketch. Well played.
Ohio Arts, the maker of the classic children’s drawing toy, continues to embrace its moment in the national spotlight. The company has launched a new advertising campaign and is planning new products based on the uproar that followed in the wake of the political gaffe that continues to haunt Republican Presidential candidate Mitt Romney .
Talk about making the most of your 15 minutes of fame.
When Romney’s aide Eric Fehrnstrom drew on the Etch A Sketch to paint a picture of a campaign that could essentially reset itself after the nomination was locked in, Ohio Arts had a few choices. It could have ignored the comment, and waited for the discussion to die down. Or it could have balked, and declared that it wasn’t a fair use of its brand. Instead, it chose a third option — It decided to make the most of the situation.
The company is rushing to market with a new product that will be based on the political blunder. Ohio Arts expects it will be in stores by late spring or early summer.
As for the new campaign, it was created by ad agency Team Detroit , and it reinforces the idea that as a toy brand, Etch a Sketch is about fun. Instead of poking fun at the political blunder directly, Etch A Sketch jokes about the nature of politics in general.
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