Advertising Industry
Industry: Email Alert RSS FeedPanasonic: We bring households together; Marketer positions its TVs, other products as central to 'family time'.(News)(Matsushita Electric Corporation of America's marketing strategy)
Advertising Age, October, 2007 by Bulik, Beth Snyder
Byline: BETH SNYDER BULIK
The benders of Rutherford, N.J., say they're a typical American family. Of course, all six laugh as they try to say that on a family-made film that includes clips of son Jake getting an eyebrow wax, firefighter dad Jim retrieving mail from their enormous fire-engine mailbox and snippets from an annual winemaking excursion to Jersey City. But they are truly typical in one way: They don't spend enough time together.
That makes them perfect for Panasonic's marketing strategy, "Bring Back Family Time,'' which centers on the insight that families don't spend enough time together even though they desperately want to.
According to Harris Interactive research commissioned by the electronics marketer, more than 98% of...
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