Capitalising on the publicity generated from a high-profile political gaffe made during the American presidential primaries, Etch-a-Sketch's makers have embarked on a new online-only marketing drive to boost the toy's fortunes even further.
"With Etch A Sketch shaking up the political debate, it was our desire to develop a campaign that encourages Americans to get involved in the process and vote," said Martin Killgallon, SVP marketing and product development at Ohio Art Company.
The activity is taking place on Facebook and Twitter, while a "Shake It Up, America" campaign has been launched at etch-a-sketch.com.
Maintaining the political theme, the new ad creative leverages the presidential primaries currently taking place in the US, with slogans like:
"Etch A Sketch is a lot like politics, there's a lot of gray area" and "We have a left knob and a right knob for each political party (But remember, when both work together, we can do loop de loops)."
"Etch A Sketch doesn't take political sides," said David Maas, SVP. "We believe that when the left hand and the right hand work together, magic happens and these ads were developed to convey that message."