August 1, 2012
On the Olympics Campaign Trail: Panasonic Launches New Integrated Communications Campaign Featuring USA Women's Soccer Team Members — New Effort Spotlights Company's "Engineering A Better World For You" Theme
Panasonic, a sponsor of USA Soccer and the U.S. Women's National Soccer Team. recently announced the launch of a new communications campaign designed to bring attention to the brand's broad scope of products and solutions for both consumer and enterprise needs. The campaign will also underscore Panasonic's global commitment to becoming the electronics industry's leader in green innovation by its 100th anniversary in 2018. In the recently announced Interbrand Best Global Green Brands survey of 50 top brands, Panasonic rose from number 10 to number six in the global ranking. The campaign will showcase a series of print, online advertising and TV commercials featuring the theme, "Just Another Way We're Engineering a Better World for You." The combined marketing effort represents Panasonic's highest advertising investment in a sports event in its history. At the center of the campaign are three TV commercials — 30- and 60-second spots — including an anthemic commercial highlighting the brand's extensive range of products and solutions for consumers and business, as well as a commercial spotlighting Panasonic's comprehensive business solutions and a Smart VIERA HDTV commercial featuring U.S. Women's Soccer Team player Alex Morgan.
"Surprisingly, even today many people are not aware of the broad scope of the Panasonic products and solutions that touch literally every part of our daily lives," said Betty Noonan, vice president of marketing and brand management at Panasonic Corporation of North America, in a news release. "Panasonic's founder, Konosuke Matsushita, was deeply committed to contributing to society and improving people's lives. This is where our long-time brand promise 'Ideas for Life' comes from. The new campaign is designed to complement and be true to that legacy by communicating Panasonic's intention to engineer ways for people to enjoy better and more sustainable lives around the world."
The VIERA HDTV commercial as well as a Panasonic Toughpad commercial featuring U.S. Women's National Soccer Team player Abby Wambach, made their debuts during select national programming including the recent U.S. Olympic Trials on NBC. The theme of "just another way we are engineering a better world for you" will also be used in Panasonic's consumer product and business solution branding communications moving forward. The shift in theme is part of the brand's increasing emphasis on comprehensive solutions and sustainability.