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In an effort to steal market share from leader Xerox, Canon USA will launch four new copier and printer products this fall backed by nearly $25 million in ads from DCA Advertising.
The product-focused work builds on Canon’s current “Image Anyware” campaign, a series of black-and-white spots that spoofed office angst about noncommunicative machines and positioned Canon as a digital “systems solutions” company. DCA’s new ads, which break in October, retain the “Image Anywhere” tagline and tout the GP600 high-volume, digital multi-function networking copier.
“We have two [creative options] currently on the table,” said Bill Cronin, vice president of Canon’s Imaging Systems Group in Lake Success, N.Y.
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