Pentax is taking a new tack in its advertising campaign with its â€œBe Interestingâ€ slogan to communicate the companyâ€™s invigorated brand positioning. Pentax says their target audiences are â€œindependent spirits who see the world through a different lens.â€
Todayâ€™s challenging economic times definitely call for more creative approaches at marketing, and the Pentax brand, which has been churning out excellent cameras since the 1950s, is finding it increasingly hard to compete with giants like Canon and Nikon. Instead of colliding head-on with its competitors in the megapixel race and whiz-bang add-on gizmos like video in DSLRs, Pentax appears to be ushering its audience towards a different direction.
According to the company announcement, â€œThe campaignâ€™s creative look and feel simplifies the brandâ€™s new positioning to â€œBE INTERESTING.â€ The tagline has changed the face of all PENTAX communications, including brochures, packaging and internal communications. PENTAX users, and people who are naturally drawn to the brand, truly are independent spirits. They donâ€™t follow. They decidedly beat their own drum. The campaignâ€™s idea is to celebrate that independent spirit. And tie that spirit directly into PENTAX products.â€