Sony fires up Walkman rebranding

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Sony Electronics on May 1 breaks teaser ads to support a Gen Y rebranding blitz for its Walkman line, launching midmonth to mark the brand's 20th anniversary. Print, TV spots, on-campus posters and events, along with online, viral and guerrilla marketing efforts are planned as the marketer aims to attract younger consumers. Y&R Advertising, New York, handles, along with Luminant, the agency's interactive unit. Tagline: "The Walkman has landed." Sony representatives declined to comment.

Copyright May 2000, Crain Communications Inc.

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