Timex Corporation: Indiglo Night-Light campaign
Carrie SmootOverview
The Timex Corporation's "It Takes a Licking and Keeps on Ticking" was one of the world's best-known advertising slogans. According to a 1992 Gallup survey of watch brands, 98 percent of all people recognized the Timex name. The company did business in more than 90 countries and maintained more than 100,000 outlets in the United States alone.
Sales were lagging in November 1992, however, when the company brought out its new Timex Indiglo technology, which allowed wearers to see the watch face more easily and check the time in the dark. A...