EBay pushes focus on ‘brand new’ item section

ebay%20brand%20newEBay is ramping up its focus on new products this Christmas in a bid to take on rival sites such as Amazon as well as traditional high street retailers.

Its Christmas campaign, created by Albion, will promote its “Brand New” section in an effort to remind consumers that it is not just an auction site. The campaign will run across outdoor, press, online, direct marketing and an email campaign to existing subscribers.

The “Guess What?” ad does not feature the animated eBay characters used on its TV ads. An eBay spokeswoman says it wants to force consumers to re-appraise the brand through simple messaging promoting the “Brand New” section.

Julie Laurens, brand manager at eBay says: “This campaign is a simple and efficient way of not only telling consumers that eBay is changing, but also ensuring we tell them something that’s relevant to them at this time of year, and especially in the current economic climate.”

She adds that the campaign gives them the relevant “facts and figures”. She adds: We tried to steer away from the usual advertising language of ’loads of great deals’. We expect it to have real credibility and stand out.”

Albion managing director Jason Goodman says: “By explaining that the site now has thousands of brand new items, the kind of things that they’re currently trudging up and down the high street for, we hope to be able to reframe eBay as a modern retailer.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here