advertising a product-its Digital Video Disc player-that isn't yet on the market. TOSHIBA PUTS TASTE OF FUTURE INTO CORPORATE CAMPAIGN

By Published on .

Toshiba America is promoting the second part of a three-part corporate campaign with a hot product-one it isn't yet selling.

Though its Digital Video Disc technology won't be available before yearend, Toshiba is using a $4 million summer push-an increase from the 1995 corporate ad budget-to promote its multimedia leadership to high-end corporate and personal consumers.

Poppe Tyson, New York, created the print campaign, taglined "In touch with tomorrow."

"We're proud to have started a revolution that will help bring Hollywood and Silicon Valley together," copy reads.

MULTIMEDIA MESSAGE

"Our corporate message is that we're leading the position for this technology," said Kenjiro Ishihara, VP-general manager of public communications and advertising. The campaign is "a nice umbrella," he added, accenting Toshiba's multimedia expertise.

The first execution from Toshiba's corporate campaign featured multimedia semiconductor chips. The third drive, breaking this fall, will feature cable modem technology, Mr. Ishihara said. The latest round of the print campaign featuring the Digital Video Disc broke late last month.

In this article:
Most Popular