Pentax Targets Younger Enthusiasts With New Positioning

Pentax screenshot

Although relatively dormant on the marketing front for the past two years, Pentax is launching a new brand positioning, hoping to lure amateur photography enthusiasts to the brand.

The new effort, with the tagline "Be interesting," is anchored by the brand's Web site, www.pentaximaging.com. An introductory ad on the home page asserts: "Interesting is all around you. Be bold. Be curious. Be ____________. But above all, be interesting." The message is intended to challenge and encourage the independent spirit of photographers who are considering Pentax cameras.

"The 'Be interesting' direction came from a deep consumer insight we gained while getting to know the Pentax brand and their loyalists," says Jim Real, an associate creative director at advertising agency RPA, which developed the campaign, in a statement. "Pentax users, and people who are naturally drawn to the brand, truly are independent spirits. They don't follow. They decidedly beat their own drum. The campaign's idea is to celebrate that independent spirit."



The Internet was deemed a key portal after research showed that photo enthusiasts under 40 (who consider themselves advanced amateur photographers) rely heavily on the Internet to evaluate and shop for photography products, according to the company.

The new line replaces Pentax's previous brand positioning, which was "Essential to the Experience," according to a company representative.

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