Breaking Monday, May 16, Panasonic is launching the strongest and most comprehensive advertising campaign in the company’s history to promote its high-definition plasma displays, advanced digital still cameras and innovative DVD recorders.
“We specifically set out to create a breakthrough campaign which utilizes a full circle of marketing, from mass media to a dynamic, informative web site, to working very closely with our channel partners to provide in-store training and demonstrations,” said Gene Kelsey, Panasonic V.P., Brand Strategy Group, “all to increase the number of contact points with the end consumer.”
The commercial tagline, “Life. It can be shaky sometimes,” employs the universal truth that life can indeed be shaky to introduce the benefits of Panasonic’s widely acclaimed digital still cameras’ Optical Image Stabilization feature. Another commercial extols the benefits of Panasonic’s DVD recorders, which currently hold more than 30% market share, with the title, “Life. We hold on to the things we love.” The commercial drives home the message that the versatile recorders not only let consumers capture favorite TV programs but also allow them to preserve home videos and family photos. For Panasonic high-definition plasma televisions, “Life is Color” establishes another universal truth, with the payoff being: nothing captures color like the new HDTV from Panasonic, America’s best-selling plasma brand. Read more