3M finds emotional stickiness in Grey's Post-it campaign

01/28/2013 | New York Times (tiered subscription model), The

3M is launching a $10 million campaign for Post-it notes, encouraging consumers to find creative uses for the product. The Grey New York spots employing the tagline "Go ahead" re-create real-life examples of the "customization" trend, where consumers devise personalized uses for mass-market products. The idea for the campaign came after marketers at 3M discovered an emotional connection to the brand that surprised them.

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New York Times (tiered subscription model), The

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