Monday, November 13, 2006

GE campaign brings 'good things' to an end; Emphasis on b-to-b divisions an attempt to move image of industrial giant beyond light bulbs and appliance

Mention GE and people think light bulbs and refrigerators. But the first TV spots in Fairfield, Conn.-based General Electric Co.'s new $100 million advertising campaign feature jet engines, plastics and medical systems-products from three key b-to-b divisions of the industrial behemoth.

The spots, which debuted in January, feature the tagline ``Imagination at work.'' Gone is the long-familiar ``We bring good things to life.''

``One of the reasons that we picked these operating units is that we wanted to get the message out about the diversity of the units, the diversity of .

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