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Plunging from a cliff into a dried-up lake isn’t the best idea. But with Canon, it’s safe—at least on paper.
The company’s new S600 printer is the focus of a multi tiered campaign from JSM+ Communications, Santa Monica, Calif. The $20 million push, breaking this week, is the biggest ever undertaken by the agency, which was established by Dentsu Corp. in 1992 to service Canon’s printer division.
The focus of the campaign, which includes print and TV as well as a contest, is on the printer’s individual ink tanks, which allow users to replace colors without having to toss the entire cartridge.
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