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Industry: Email Alert RSS FeedPump Up the Volume: Sony Putting $30M Behind Walkman
Brandweek, June 5, 2000
> PARK RIDGE, N.J.--Sony will break an estimated $30 million TV and print campaign this week repositioning its Walkman brand with a Generation Y push. Creative, via Young & Rubicam, N.Y., features "Plato," a blue-faced alien stranded on a college campus. A voiceover concludes, "The Walkman has landed." Sony's cigarette-lighter size MS Walkman, currently hitting stores at $379, is a digital successor to the company's 20-year-old cassette-based product that lets users download music from CDs and the Internet.Most RecentAdvertising Articles
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