• by P.J. Bednarski  @pjbtweet, January 4, 2021

Samsung Electronics on Monday unveiled what is apparently its new tagline for 2021: “Better Normal For All.”

It’s a slogan that seems to predict innovation -- while also noting that in 2021, “normal” needs a reset. It’s a deft way of addressing the new environment of a worldwide pandemic, a shaky world economy and roiling politics all around.

The slogan was introduced along with a very short video featuring Sebastian Seung, Samsung’s president and head of research, telling an actor playing a reporter about Samsung’s 2021 plans for the big CES electronics show, to be held virtually beginning Jan. 11.

In a playful teaser of what’s to come, Seung stops at a door and invites the reporter to take a look inside at all the activity. When they step inside, they encounter a startled roomful of colorful bots, and Seung and his guest beat a hasty retreat.

“Better Normal For All” will gets a more formal introduction from Samsung in the days ahead, with a press briefing to hype Samsung’s new products on Jan 6

And then on Jan. 14,  the #SamsungUnpacked event is the stage for the introduction of the Galaxy S21 with the tagline, “Welcome to the Everyday Epic.”

The tech giant says in its press event spiel, ”The accelerated transition to a mobile-first world brings with it the need for devices that can transform everyday life into an extraordinary experience.”

According to some reports, unlike the current version, the Galaxy 21 won’t come with a stylus pen included. Instead, that will be a $50 option (if a report from the German tech site, WinFuture is correct), and will fit in a special case Samsung is producing with a holding slot for the pen.

Electronics marketing depends on new product launches -- and there's been no better marketplace for that than the annual CES show in Las Vegas, where upwards of 100,000 manufacturers, buyers and dreamers usually get together each January to ooh and ahh in unison.

Last year, the CES show was among the last gigantic convention to take place before the pandemic really hit. This year’s all-digital affair probably reduces the impact of any tech launches and statements. Samsung, however, will wait for the last day of CES to introduce the Galaxy S21.

Its predecessor, the Galaxy S20, was unveiled at a press event in San Francisco last February. That was one day ahead of the cancellation of the Mobile World Congress trade show in Barcelona scheduled for later in the month, also one of the first times anyone sponsoring an event passed out masks and hand sanitizers to guests.