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Aiming to boost awareness of its leading-edge data storage products, Fuji last week launched an ingredient-branding campaign in trade books to support its proprietary “Atomm” technology.
The “Inside scoop” campaign, via Asatsu, Tokyo, and Asatsu/BBDO, Gardena, Calif., advances an effort begun last year to build awareness for Atomm (advanced super-thin-layer, high-output metal media), which increases data storage density. Atomm is a key component in Iomega Zip disks (also the focus of an ingredient-branding drive), high-end DLT data cartridges and HiFD, a new, 200-megabyte format co-developed by Fuji and Sony and due by mid-year.
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