Toyota rewrites 'Everyday' tagline

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As anticipated, Toyota Division is tinkering with its umbrella ad theme in the 2000 model year, Automotive News reports today. The new tag will chop "Everyday" into "Every day," and put another word, such as "Value" or "Quality," in front, depending on the campaign, said VP-Marketing Steve Sturm. The "Everyday" tagline was introduced in fall 1997. Also, Toyota Division launches the Tundra, its first full-size pickup, this week on national TV with a $40 million media blitz. Ads for the Tundra are from Saatchi & Saatchi's Torrance office.

Copyright May 1999, Crain Communications Inc.

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