Toshiba International Corporation (TIC), a leader in solid-state lighting, has chosen Shelton Group as the agency of record to develop a comprehensive marketing and communications campaign to market its innovative LED lighting products in the United States.
While Toshiba LED Lighting is relatively new to the North American market, Toshiba is one of the largest lighting companies and LED lamp manufacturers in the world. It is the first manufacturer with a combined expertise in lighting and LED display technology used in computer monitors and televisions to introduce a full line of LED lighting products in the U.S.
"Toshiba is uniquely positioned to transform the lighting landscape in a way no one else can,” said Ken Honeycutt, Senior Vice President and Chief Venture Executive.
"Unlike other lighting companies, Toshiba has extensive experience in the lighting industry, as well as electronics. We are 100 percent committed to LED technology as the future of lighting.
"In short, we have the technological know-how to merge lighting with cutting-edge semi-conductor technology, and deliver the next generation of lighting products for the masses, much as we brought laptops to the masses in the U.S.,” Honeycutt added.
Toshiba chose Shelton Group because of the agency’s exclusive focus, expertise and success in marketing green products to mainstream consumers.
"Shelton is the ideal partner for us because they understand how to effectively position products with sustainable attributes to the mainstream market,” said Peter DallePezze, Vice President, Product and Marketing, for Toshiba. “They are an integral partner in helping us develop and execute our marketing strategy, competitive position, retail initiatives and overall brand communications.”
Shelton Group will lead strategic brand efforts for Toshiba LED Lighting in North America, including advertising, media outreach, online marketing, package design, trade shows and retail promotions.
"We are honored to work with Toshiba, a brand known for quality, performance and technology,” said Suzanne Shelton, CEO and founder of Shelton Group. “As with most innovators, Toshiba is expected to fundamentally shake up the category. We’re excited about being a part of that and our role in crafting an approach that will change consumer behavior in the lighting category and drive sales for Toshiba.”
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