Magazine article Marketing

Sony Set to Hand Aiwa Relaunch Task to W&K

Magazine article Marketing

Sony Set to Hand Aiwa Relaunch Task to W&K

Article excerpt

Sony is tipped to hand Wieden &Kennedy the pounds 30m global advertising account for Aiwa, which is preparing to relaunch as a youth-oriented consumer electronics brand.

The Japanese company is to roll out fresh products under the Aiwa brand this month.

The roll-out will focus on digital cameras and PC-connectable MiniDisc recorders in industrialised countries including the UK, where the consumer electronics market is saturated.

Its strategy in developing markets will be to introduce a fuller range of products including TVs and videos.

The message 'Enjoy Aiwa' will appear on all new models and packaging.

Sony bought Aiwa last year as the company flagged against the aggressive cost-cutting of Asian rivals. Moving its manufacturing base outside Japan failed to boost its fortunes.

The relaunch will aim to give the Aiwa brand a youthful positioning to stand out alongside well-known competitors such as Toshiba, Hitachi and Sanyo.

Sony has set itself the target of turning around the loss-making Aiwa within the next 12 months. …

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