Arnell to 'De-emphasize' Casio

By Matt Surman





NEW YORK–The Arnell Group is launching what it calls a ‘sub-branding’ campaign for Casio’s G-Shock line of watches.





The New York agency is hoping to position the line separately from the Casio name. ‘We’re really trying to de-emphasize the Casio brand, which is associated with calculator watches, for instance. It’s a sub-branding effort,’ said Dane Solomon, Arnell’s senior vice president, director.





Since the Dover, N.J.-based client wants to broaden its identity, Arnell will take a variety of approaches in the campaign, tailoring separate print ads–and taglines–to demographics oriented toward fashion, athletics and technology.