Panasonic Launches Hispanic Market Campaign.

Recognizing the buying power and influence of the expanding Hispanic market, Panasonic has created a major advertising campaign specifically targeting Hispanic consumers. A series of print ads, and two television commercials produced by Leo Ricagni, feature two of the company’s most innovative technology products: the PV-DC252 Ultra-Compact Digital Palmcorder MultiCam camcorder, and High Definition 42″ plasma monitor. The ads and commercials will appear in Hispanic media in five top Hispanic markets: New York, Los Angeles, Miami, Houston and Chicago.

The campaign is part of the company’s extensive effort in rolling out its new brand marketing strategy. The strategy is rooted in the company’s core personality of being a “pragmatic visionary” who, starting with the corporation’s founder, Konosuke Matsushita, seeks to create breakthrough technologies and products that genuinely enrich consumers’ lives and add value to business. This concept is supported by the new tagline, “Ideas for Life.”

“This new Hispanic advertising campaign is one of the most extensive ever launched by a consumer electronics company, and reflects Panasonic’s strong commitment to a community that we recognize as a potent cultural entity and a powerful force in establishing brand loyalty,” said Gene Kelsey, Vice President of Panasonic’s Brand Strategy Group. “The new print ads and television spots, created solely and uniquely for the Hispanic market, are integral parts of Panasonic’s national ‘Ideas For Life’ campaign. It is important to Panasonic to bring this message to the diverse Hispanic market.” The new, Spanish-language commercials embrace the company’s philosophy of creating products not just for technology’s sake but for the genuine enrichment of life. The spots incorporate a strong community element by portraying artists who use Panasonic products as tools through which they express their art and then share it with their community.