Sony's Walkman comes of age by reinventing itself for Net era; $30 mil devoted to relaunching 21-year-old brand.(Brief Article)

Advertising Age, June, 2000 by Elkin, Tobi

Sony Electronics relaunches its 21-year-old Walkman brand this week with more than $30 million in advertising and marketing. Created by Y&R Advertising, New York, the campaign is the largest ever for products in Sony's Personal Mobile Products unit. The multimedia effort, which breaks June 7 on Fox Television in prime time, includes TV, print, event marketing and online media. It targets Gen Yers, defined by Sony as 14-to-24-year-olds, while also promoting Walkman as an inclusive brand appealing to diverse musical tastes and lifestyles. Luminant, Y&R's interactive arm, and Impiric, its direct marketing unit, helped build the campaign; the Media Edge handles media buying. The campaign contemporizes the iconoclastic brand, which launched in 1979. "We want to reinvent...

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