Toyota, Attik to Tailor the Scion Launch for Gen Y

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The word “scion” means heir or descendant, but Toyota Motor Sales USA’s Scion launch next summer will bear little resemblance to its forebears in the annals of Toyota marketing.

Toyota and San Francisco agency Attik are planning a “nontraditional” campaign targeting “Generation Y” buyers between 16 and 25 years old.

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