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NEW YORK Toshiba will try to steal some of iPod’s market share with its new Gigabeat digital audio player, which will be backed by a music-focused TV and print campaign this month.
The campaign plays up the fact that the device’s large screen shows color pictures of album covers and digital photos. The effort, via Della Femina Rothschild Jeary and Partners, New York, conveys the point by evoking colorful band names.
Such bands, including Blues Traveler, Joan Jett and the Blackhearts, and Vendetta Red, will star in the ads playing up the colors in their names.
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