Timex boosts IndiGlo line

Timex Canada launched a tv and radio campaign earlier this month in support of its new 'IndiGlo night-light' lighting system.IndiGlo is a patented lighting system that provides an even, blue-green light across the entire watch dial.The light, which is activated at...

Timex Canada launched a tv and radio campaign earlier this month in support of its new ‘IndiGlo night-light’ lighting system.

IndiGlo is a patented lighting system that provides an even, blue-green light across the entire watch dial.

The light, which is activated at the push of a button, is powered by a small amount of electrical energy from the watch battery.

Markham, Ont.-based Timex introduced IndiGlo late last year in several of its 230-odd watch designs, and it plans to incorporate the feature in about 20 more designs by year’s end.

Lou Fournier, Timex’s senior product manager, says IndiGlo has set a new standard in watch illumination, adding ‘eventually, we intend to put IndiGlo in all our watches, both digital and analogue.’

The tv portion of the new ad campaign broke May 17 and runs until June 28.

In English Canada, it will appear on CBC Newsworld and tsn. In Montreal, it will appear on tv stations cfjp, cbft and cftm.

The tv creative, developed by Fallon McElligott of Chicago, revives the watch-maker’s well-known slogan from the 1960s and 1970s, ‘Timex takes a licking and keeps on ticking.’

The campaign’s radio portion, created by Ogilvy & Mather of Toronto, appears during broadcasts of Blue Jays baseball games on the Telemedia radio network.