With Toyota Truck Stuck in Showrooms, Saatchi Shifts Creative to Rev Stalled Sales

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LOS ANGELES – Disappointing sales of Toyota’s T100 truck have sent Saatchi & Saatchi creatives in Torrance, Calif., back to the drawing board to devise a new ad campaign for the vehicle. Sources said that the ad campaign is not to blame for the sales slump. Rather, Toyota hopes to boost the business by targeting the trucks differently.
Instead of a focus on the increased size of the T100, the new campaign is expected to position the truck as a more prestigious alternative to compact trucks.


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