CANON BEGINS NEW BRAND ADVERTISING EFFORT
By Adnews Staff
Canon Canada, based in Mississauga, will break a new brand advertising campaign this month created by DCC Communications of Toronto. The goal of the campaign is to increase consumer awareness of Canon as a technology company. Each print ad will depict one of the company's more esoteric products with a visual image and description. One ad shows a steer held down by chains to weather a coming storm. The copy describes how severe weather conditions can be detected by a satellite which uses Canon optical components. Another ad shows an ancient Egyptian artifact with a name tag that reads "Nefertiti." The copy describes the Canon GXDI-31 portable digital radiography system which was used in an attempt to identify the mummy. The campaign will run nationally in 25 consumer and business publications, including Canadian Geographic, Canadian Living, Canadian Business and Maclean's. Additional ads focusing on other Canon products will be released as the campaign progresses.