Pioneer's soul line

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Pioneer Corp. today debuts its global tagline, aimed at conveying the passion people experience with home entertainment: "sound. vision. soul." The tagline was created by Omnicom Group's BBDO West, San Francisco, the agency of record for Pioneer Electronics North America, after a global competition among Pioneer's marketing, ad and public relations agencies. The new tag comes three years after Pioneer unveiled a new logo in late 1998 and retired its old corporate tag-"The art of entertainment."

BBDO recently landed a $20 million branding assignment for North America on top of the $6.7 million product advertising it already handles. The North American piece is part of a first-ever $120 million unified global "image elevation campaign," according to Bob Niimi, VP-business development, Pioneer Electronics North America. Asatsu, Tokyo, is the agency of record for the corporate effort.

A TV spot will debut in mid-October in 30- and 60-second versions, the first in several years. Print work will break in October monthly magazines; there will also be an online component.

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