Iomega will spend an estimated $5 million through June on a U.S. TV and print campaign and a European print effort.
The company last year redefined the category with Zip, a simple and slickly packaged backup device for $199. With the new campaign, Iomega pushes the $150 Ditto device as an even lower-cost and simple approach.
"You've got insurance if Johnny crashes your car," says a print ad. "But what if he crashes your hard drive?"
Iomega is aiming at the 93% of PC users who don't back up PCs.
The consumer message is distinct from the technology-oriented approach of such Iomega rivals as Conner Peripherals and Hewlett-Packard Co.
To stretch a limited budget, Iomega is using similar themes and looks across advertising, point-of-sale and packaging.
"Nobody's ever tried to sell [backup devices] as a consumer product," said Tim Hill, VP-worldwide marketing. "We're trying to expand the market."
The U.S. effort will include national cable and spot TV buys in seven cities, and ads in The Wall Street Journal, Newsweek and computer magazines.
Dahlin Smith White, Salt Lake City, is Iomega's lead agency. Ammirati Puris Lintas, London, worked with Dahlin on the European execution. Iomega is reviewing for an agency in Singapore.
Bob Yovovich contributed to this story.