Barnes & Noble’s Nook Becomes a TV Star

New York City based bookstore Barnes & Noble’s has introduced a new campaign from advertising agency Mullen (who is also responsible for this weeks Food Lion commercials) highlighting the e-reader brand by pairing the tagline “What’s your Nook?” with a series of simple 15-second segments that illustrate many worlds in which the tablet can help you immerse yourself—traveling, inventing, cooking, etc.

According to an article in Adweek:

The common visual thread is an overhead view of a tabletop where a Nook has left a rectangle outline in the middle of scattered topical objects—arts and crafts beads, for example—where the Nook’s owner has placed it for reference, at the center of a pet project. The camera takes a quick pan right for a pseudo product demo (the screen images are simulated) while a voice reads copy supporting the subject matter. In the case of the aspiring artist, for example: “Be inspired. Take a break. Have some fun. Learn and make. What’s your Nook?”


Previous articlePLMA Announces 2012 World of Private Label Seminars
Next articleDon’t Miss Carla Cooper At the FMI Private Brands Summit
Christopher Durham
Christopher Durham is the President of My Private Brand and the Co-founder of The Vertex Awards. He is a strategist, author, and consultant who has worked with Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro, Lowe’s, Food Lion, Hannaford and more building private brands. Durham has published five definitive books on private brands including his first book Fifty2: The My Private Brand Project. In 2017, he will debut his latest book Vanguard: Vintage Originals a look at innovation and disruption in private brand going back to the mid-1800’s. Durham lives in Charlotte, NC with his wife Laraine and two daughters Olivia and Sarah.