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Sauder, Office Depot test humorous TV ads for new SOHO group

By Tom Edmonds -- Furniture Today, December 2, 2001

ARCHBOLD, Ohio — Sauder Woodworking and Office Depot are testing a television advertising campaign to promote the new small office/home office group, Adaptech.

The commercial, reviving one of the humorous ads Sauder ran at the start of 2000, is running in 12 major markets representing 12% of the country, including Chicago, Atlanta and Houston.

The results of the campaign, supported by a page in some Office Depot Sunday circulars, will guide Sauder in future advertising efforts, said Susan Dountas, vice president of merchandising.

"What we're seeking to determine after all of this is whether those markets have a sales blip greater than in the markets where we didn't run the campaign," she said.

"It's too early to have any results, but we're excited to see what's going to happen," Dountas said.

The commercial shows a person on a chair working on a keyboard on the floor. When he moves to get something from his printer, he stays in the same folded-over position.

"We chose this spot because it could be someone's home or it could be an entrepreneur just starting his office," Dountas said.

The ad closes with a shot of the new Adaptech collection, and then the Sauder and Office Depot logos appear.

Office Depot introduced Adaptech, aimed at small offices and professional home offices, in early September, although the group is now available for broader distribution.

"We feel this campaign is an excellent way to be supportive to the strong commitment that Office Depot has given this product," said Dountas.

As first reported in eDaily

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