STAMFORD, CONN. –
Paul McCartney is starring in the next phase of JBL’s “Hear the Truth” brand campaign, which is part of several promotional efforts that kicked off during last night’s 54th Annual Grammy Awards.
A TV ad during the Grammy Awards featured McCartney on the awards show last night, with a print and online campaign to follow. Additionally, Harman International Industries, JBL’s parent, will be a sponsor of McCartney’s upcoming summer tour.
Harman did not divulge the size of the promotional budget or media plans, but a spokesman told TWICE, “At the moment, we are focusing on broadcast but are looking into plans to expand into other mediums in the future
The new “Hear the Truth” ad will feature McCartney and his new single, “My Valentine,” from the album “Kisses on the Bottom,” which was released Feb. 7.
This is Harman’s fifth consecutive year as a Grammy Awards sponsor.
As part of the overall promotional effort in North America, there is a rollout of the Harman Kardon “Beautiful Sound” campaign featuring Jennifer Lopez, and the first ad appeared on last night’s award show.
A special print advertisement depicting a composite image of a Grammy Award made from more than 15 Harman audio products was published in the official Grammy program and distributed during the show and, for the first time. It will be available at retail outlets including Walmart stores and Barnes & Noble.
In other company news, Harman International Industries reported higher net sales and net earnings in its fiscal second quarter, ended Dec. 31, 2011.
Net sales for the quarter were $1.13 billion, an increase of 18 percent compared with the same period last year.
Net income was $68 million, up 7 percent from the prior year’s $56 million. Operating income was $95 million, compared with $68 million in the same period last year. Excluding restructuring charges, operating profit in the second quarter grew by 32 percent to $96 million, compared with $73 million in the same period last year.
Harman said that during the quarter all three of its divisions reported higher sales and operating margins. The operating margin improvement was primarily driven by leveraging higher sales volume on a lower and more efficient cost base.