Tohatsu, Major Outboard Manufacturer, to Launch Global Brand Campaign Targeting Millennial Generation Boat Users
On September 21, 2017, Tohatsu Corporation (headquartered in Tokyo, Japan; hereinafter "TOHATSU") announced the outline of its global brand campaign at the 57th Genoa International Boat Show held in Genova, Italy. TOHATSU’s global brand campaign based on a new branding strategy will be deployed at boat shows around the world, starting from the Genoa International Boat Show in September 2017.
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The campaign sets “SMARTS” millennials as its core target, revealing TOHATSU’s new brand logo, “Blue Wings” and its unique “Simpliq™ Technology”
The feature of the new branding strategy is its target demographic
called “SMARTS”, millennial boat owners (born between 1977 and 1995).
The SMARTS, which accounts for 17% of total boat owners, is highly receptive to TOHATSU technology, and TOHATSU’s analysis shows that they will drive the next generation of boat market (Target: owners of boats with engine; North America/Europe in Fall 2016; Quantitative research: 1130 samples collected)
The new brand logo, “Blue Wings” has been designed to represent “Seahawks” that fly over the oceans across the world. TOHATSU’s unique technology, “Simpliq™ Technology” is the collective term for all technologies developed by TOHATSU. “Simpliq™ Technology” includes highly detailed designs, weight-saving technologies, and packaging know-hows, based on the technologies in outboard manufacturing accumulated for more than 60 years.
Since its foundation in 1922, TOHATSU has been driving a number of technological innovations around the world by its unique engineering of engines including weight-saving technology. TOHATSU outboards are manufactured at its own factory, one of the largest in the world, and used in more than 120 countries.
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