Sony’s new product lineup

Published on .

Sony Electronics has been a drag on the overall company's performance, but this fall the division has ambitious plans to turn around its sales, starting with a slew of shiny gadgets backed by $200 million in marketing.

Brand: Grand Wega

What it is: Large rear projection HDTVs

How Sony will market: Big-screen home-theater entertainment for sports fans, with heavy plays during NFL games and Web sites; using celeb QB Peyton Manning as spokesman.

Brand: Bravia

What it is: Flat-panel LCD HDTV

How Sony will market: Introducing a stylish, quality design TV with a discreet presence for the home to appeal to both women and men with a playful Mars/Venus campaign.

Brand: Walkman family of players including Bean and Stick

What it is: Digital audio players

How Sony will market: Lifestyle oriented campaign around music highlighting style and design with edgy visuals including the Stick as a woman's earring.

Brand: MDR-NC50

What it is: Noise canceling headphones

How Sony will market: Irreverent, humorous take on the value of noise reduction, including print images in newspapers, magazines and in airports that feature kids on an airplane with megaphones for heads.

Brand: DVD camcorders

What it is: Digital recording direct to DVD

How Sony will market: Sentimental, lifestyle campaign featuring families using the easy to use, play, and share recorders.

Most Popular
In this article: