`Toyota/Everyday' Launched as Core Strategy in All-New Brand Advertising Campaign
12 September 1997
`Toyota/Everyday' Launched as Core Strategy in All-New Brand Advertising Campaign
TORRANCE, Calif., Sept. 12 -- "Toyota/Everyday" is a simple
statement with a big message.
"Everyday is the Toyota Division's new brand advertising theme, the core
strategy behind a cornerstone communication message," said Dave Illingworth,
senior vice president and general manager of the Toyota Division of Toyota
Motor Sales, USA (TMS), Inc. "Everyday reminds customers that Toyota is more
than a car, or a truck or an SUV. It is a company with integrity, dedicated
to enabling consumers to meet their life needs, whatever they may be. It is a
company that places the consumer first ... everyday"
The repositioning of Toyota's brand advertising is a natural, logical
extension of Toyota's product-based image for high-quality, reliable and
durable products. Leveraging this heritage, the new campaign focuses on how
vehicles converge with people's everyday lives, and how Toyota delivers
products designed to address a consumer's individual needs and wants ...
everyday.
"Central to the strategy is the need to enable the consumer to find a way
into the brand, in general, and the product, in particular," said Illingworth.
"Connecting with the consumer is the key. People will read or watch what is
of particular interest to them. Occasionally, it's an ad. We want those
occasions to occur ... everyday."
The Toyota/Everyday brand theme was jointly developed with Toyota
Division's long-time advertising agency, Saatchi & Saatchi Pacific (S&SP).
The theme will be used universally for national, regional and dealer
advertising, and will represent all of Toyota Division's major operations and
services.
"The biggest advantage Toyota brings to the marketplace is Toyota," said
Joe Cronin, S&SP president and CEO. "The Everyday brand campaign is
definitely based on a position of strength."
The new campaign will break on Friday, September 12, with 30- and 60-
second commercials on network television, as well as print ads running in USA
Today and the Wall Street Journal. The initial ad-flight for the brand
campaign will conclude on Sept. 24, signaling the launch of the premiere ad-
flight for the all-new '98 Toyota Corolla, which is scheduled to run through
October 15. On October 16, the premiere ad-flight for the all-new Toyota
Sienna minivan will debut, running into early November.
All product-specific ads are designed with the Everyday theme at its
core. Print ads have a completely new graphic design, while commercials will
feature the early-'70s pop hit "Every day People" as the central musical
theme.
"Everyone looks everyday for those they can count on whether it's in a
person or a brand," said Joe McDonagh, S&SP executive creative director. "We
believe we've found, and will demonstrate, Toyota's rightful place in people's
lives - nothing more and nothing less."
Toyota/Everyday is the division's first major advertising theme change
since "I love what you do for me" debuted in 1990.
"In the last seven years, Toyota's model lineup has changed dramatically,"
said Illingworth. "Seven years ago, there was no RAV4, no Avalon, no T100 and
no Sienna. But more important, our customers have changed. Consumers today
posses a highly sophisticated filtering system. Which means that our message
must talk with, not at the consumer. It must show how our products contribute
positively to the consumer's life. And, it must show that we are serious
about winning customers for life ... everyday."
SOURCE Toyota Motor Sales, USA
