The 18 biggest advertisers for the first half of 2002.
Brands such as Nike and Levi ’s spend heavily to communicate to their customers directly through advertising.Keeping a brand top-of-mind with consumers is a costly endeavor as illustrated by the level of spending, 2001.Figures include expenditures on print,magazine, radio and television advertising.
2002: $112.6 million; 2001: $117.6 million
Nike touted products for professional athletes to power-walking housewives. Maybe its slogan should be “Just Buy It.”
Levi Strauss & Co.
2002: $38.4 million; 2001: $42.9 million Levi’s aimed Super Lows at Gen X and Y’ers. For their parents, who actually remember wearing the iconic brand, there’s Red Tabs.
2002: $34.6 million; 2001: $49.7 million. Adidas fought the battle for market share on the front lines — World Cup soccer fields, Olympic ski slopes, NBA and WNBA courts, and trampolines.
Sara Lee Corp.
2002: $31.5 million; 2001: $63.9 million. Sara Lee’s relentless ad spending has made Hanes and Playtex two of the most recognized brands in the world. Now it’s working on Bali and Wonderbra.
Reebok International Corp.
2002: $30.1 million; 2001: $35.4 million. A surgically enhanced Los Angeles aerobics addict and rabid sports fan are featured in Reebok’s wide-ranging Classic ad campaign.
De Beers Consolidated Mines Ltd.
2002: $25.7 million; 2001: $24 million.
De Beer’s generic “A Diamond is Forever” campaign turned it into a recognizable jewelry brand before it had any jewelry to sell.
2002: $23.4 million; 2001: $152.7 million. A burnished Bain de Soleil model is still a mainstay of the brand’s advertising.
2002: $14.1 million; 2001: $85.1 million
Gap’s previous ads alienated various consumer sectors. Its new all-inclusive tag line is, “For Every Generation. Gap.” But, the firm’s financial woes continue.
2002: $12.5 million; 2001: $9.2 million
Cotton Inc.’s ad campaign features girl and boy dolls wearing everything from suits to blue jeans, staring blankly from newspaper pages.
2002: $12.3 million; 2001: $7.9 million. While the cast of characters is ever-changing, the idea of using sex to sell jeans is a constant in the parlance of creative director Paul Marciano.
Skechers USA Inc.
2002: $11.5 million; 2001: $19.9 million.
Skechers ads depict young adults having good, clean fun.
Giorgio Armani SpA
2002: $10.6 million; 2001: $11.9 million.
In a post-9/11 world, where consumers want quality and durability, Armani gives clothing and accessories a starring role.
Polo Ralph Lauren Corp.
2002: $9.4 million; 2001: $42.5 million. Ralph’s previous campaigns depicted the good life through rose-colored glasses. Some offbeat styling gives the latest ads a bit more edge.
Rolex Watch Co. SA
2002: $9.3 million; 2001: $7.2 million. Rolex is synonymous with luxury, and the company aims to keep it that way with ads that put the product front and center.
Tommy Hilfiger Corp.
2002: $9.1 million; 2001: $12.4 million. Hilfiger’s ads are like modern Norman Rockwell portraits: fresh-faced, pristine models, engaged in good, wholesome fun.
Jones Apparel Group Inc.
2002: $8.8 million; 2001: $9.9 million. Jones New York and Lauren by Ralph Lauren are two of the group’s brands. The former is the subject of a new ad campaign.
LVMH Moët Hennessy Louis Vuitton SA
2002: $8 million; 2002: $44 million.
In spring, Christian Dior ads featured soap suds-covered models wearing a look of ecstasy. For fall, the girls have graduated to the stage of a futuristic rock concert.
2002: $7.6 million; 2001: $14 million. In lieu of black-and-white newspaper ads, Cartier is going for the bold with color.
2002: $7.5 million; 2001: $13.8 million. Prada’s ads, which were straightforward for spring, have a cinematic quality for fall. The group also advertises for subsidiary Jil Sander, among others.
Alfred Angelo Inc.
2002: $6.2 million; 2001: $8.5 million. The 70-year-old company, which makes wedding gowns for budget-minded brides, is a perennial advertiser in bridal publications.
SOURCE: CMR, A TAYLOR NELSON SOFRES COMPANY