#LifeWith3M: 3M Kicks Off Global Brand Campaign at SXSW


3M has turned out plenty of brands that consumers know and use on a daily basis such as Scotch tape and sponges, Command products and those ubiquitous Post-it notes as well as a few names that likely aren’t as familiar to the everyday consumer, such as Filtrete.

Now the company that has been around since 1902 would like the world to know that it’s not only behind these items that make life easier—it’s also busy innovating across its brands and products.

To help bring that idea home, 3M is unleashing its first global brand campaign in 25 years. It all kicks off Friday at the SXSW Interactive festival with the nerdtastic 3M Life Lab, a booth built out of materials that 3M invented.[more]

The campaign (tagline: “3M Science. Applied to Life.” and hashtag: #Lifewith3M) includes video ads that illustrate how 3M’s science affects everyday life, such as hollow glass microspheres, which helps create “car parts that are lighter, thus making cars more fuel-efficient,” Forbes notes.

The goal (and the messaging at SXSW) will showcase products across all five of 3M’s business units: consumer, electronics and energy, health care, industrial, and safety and graphics. According to the Minneapolis Star Tribune, the campaign will focus on 3M’s “smartphone, passport, library and filtration technologies, among other products.” 

Credit CEO Inge Thulin’s vision for the $32 billion company he joined 3M in 2012, as SVP of marketing Jesse Singh told Forbes. And as CMO Don Branch tweeted, “We’re leveraging our brand’s DNA and unifying its diverse range of technologies into one central platform.”

The campaign also marks a shift by the Minneapolis-based company to focus on the 35-and-under market, leveraging social channels (and a partnership with MTV) to engage millennials to not only view the brand with fresh eyes but, hey, even think about joining the company and help invent the future.