Panasonic PCs to die for

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Panasonic Personal Computer Co., Secaucus, N.J., on June 9 begins a multimillion-dollar print, outdoor and Web campaign promoting its new road-ready Toughbook notebooks by highlighting how other notebooks die. Panasonic did a Web survey asking PC users to talk about their notebooks' untimely deaths, producing real-life anecdotes--such as a PC killed by a cup of coffee--that serve as the basis for the campaign. Renegade Marketing Group, New York, handles.

Copyright May 1998, Crain Communications Inc.

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