DCA to Air Canon Repositioning

$100 Mil. Effort Includes Top-to-Bottom Corporate Redesign
NEW YORK–Looking to reposition itself as more than just a provider of cameras and printers, Canon U.S.A. will launch a $100 million rebranding campaign in early November.
The effort, from DCA here, will include a redesign of all corporate materials and a 60-second TV spot (with a 30-second execution) directed by Marcus Nispel of Ridley Scott and Associates. Nispel directed a previous campaign for Canon color copiers, tagged “The colors between the colors.”
“It’s a brilliant campaign,” said Steve Penchina, evp and executive creative director at DCA of the rebranding effort. There will be a new tagline for the effort, which was not disclosed. The previous tagline for the copiers was, “Here’s the future. Let’s get to work.” The camera division used: “So advanced it’s simple.”
DCA’s design department is also working on a new corporate design for Canon’s line of copiers. Only Canon’s corporate logo will not change. Canon is also working with marketing consultancy Interbrand, New York, on the effort.
The reworking of the company design is being headed by Peter Klueger, DCA’s creative supervisor of design. The new look will incorporate new fonts, colors and a cleaner graphic layout in both print and broadcast advertising. The redesign was described by a source as spare and high-tech, incorporating Japanese-style elements. The earlier look, according to a source, was considered by the client to be too cluttered and “messy.”
The rebranding is the brainchild of Tim Andree, Canon USA’s vp, general manager for corporate communications at the Lake Success, N.Y.-based client. Andree, who joined the company in 1998 from Toyota, has spent the last 10 months on the project, using focus groups to determine strategic positioning.
Andree in July said that although the Japanese company makes everything from semiconductors to medical equipment, it is primarily known as a camera manufacturer. “We have a very strong brand identity with our cameras,” Andree said in July, “but we’re not really happy where we are in the mindset of the public.”