Magazine article Marketing

BRANDING: Toyota Selects Attik for Youth Creative Strategy

Magazine article Marketing

BRANDING: Toyota Selects Attik for Youth Creative Strategy

Article excerpt

Toyota has appointed youth branding specialist Attik to lead the global creative strategy for its youth-targeted vehicle brand Scion.

The Scion brand will be aimed at those who seek out the latest trends in style and innovation. It marks a departure from Toyota's typical target, who is looking for a conservative, reliable and economical model, and from existing models targeting a younger market, such as the Celica, which mainly attracts female customers. Its launch is scheduled for June 2003 in the US followed by a global roll-out.

The Japanese car giant has handed Attik a wide brief covering brand positioning, customer experience of retail outlets, advertising strategy and visual identity. The brief focuses on making Scion a lifestyle brand and is thought to be worth around pounds 32m.

Toyota announced its intention to launch a youth brand in 2001, but the Scion name was not revealed until March of this year. …

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