Published on .

April 9, 2001

By Tobi Elkin

NEW YORK ( -- Canon U.S.A. today kicks off a $20 million ad and marketing campaign for its inkjet printers, its largest marketing spend for

RealPlayer Required

printers in North America, as it prepares to take on rival Hewlett-Packard Co.

The "Out of Blue" campaign, created by Dentsu USA's JSM + Communications, Santa Monica, Calif., includes TV, print and radio ads as well as online teasers and retail promotions that support Canon's mid-range printers, particularly its new model, the S600.

Visually arresting ads
The visually arresting print and TV ads show a female diver taking a plunge into a dry lakebed.

In the TV spot, the dry lake suddenly fills with brilliant blue water, with a voice-over that says: "Out of blue? Just replace the blue." The line conveys Canon's message -- the ease with which individual inkjet printer tanks can be replaced, and that Canon's ink tank system includes an optical sensor that lets consumers know when it is running low.

The TV spots, targeting 18- to 49-year-olds, break on April 30 and run through May during the network prime-time sweeps period, in addition to cable, morning and late-night TV programs. The commercials will also run through June in 11 markets including New York, Los Angeles and Seattle.

Canon hopes TV and radio ads will lure consumers into retail stores or online during the key dads-and-grads sales periods in June coinciding with Father's Day and graduation ceremonies. Newspaper ad buys are also planned in 22 newspapers in 12 markets. Canon revs radio for the back-to-school period Aug. 13 to 24.

Canon is angling to compete in the mid-range printer segment against Hewlett-Packard, which dominates the $199 printer market. Canon says the estimated street price on the S600 is $199.

Copyright April 2001, Crain Communications Inc.

Most Popular
In this article: