The great campaign that only got bigger and better

Authors: Iris Sampson and Ali Linz
Agency: FNL Communications

Objective: To revitalise the Sony brand which had lost prominence to its rival Panasonic. In addition, Sony aimed to position itself as an AV/IT brand in anticipation of expanding its IT line.

Results: Sony's sales increased significantly over the campaign period from 1995 to 2000. Sony reestablished its reputation in the AV/IT market.


In 1995, the Sony brand received the research report card that every marketing professional dreads. After enjoying many years of excellent brand health, Panasonic had moved to parity with Sony on brand predisposition for audiovisual goods (TVs, stereos etc.).