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Toshiba Launches Brand-Building Global Advertising Campaign

29 Nov, 2018

Tokyo—Toshiba Corporation (TOKYO: 6502) is launching a worldwide corporate advertising campaign to promote its rebranding under a new global identity. Inspired by the "Essence of Toshiba," the July 2018 restatement of its purpose and values, and driven by the slogan “For a new day,” the video-based campaign will be rolled out in TV commercials, internet media and Toshiba’s own websites, from December 1. Broadcast ads will focus on Japan and Asia, including China, India and the ASEAN countries, and will spotlight how the revitalized Toshiba turns on the promise of a new day.

The “Essence of Toshiba,” formulated as a summation of core management values and the DNA that have shaped the company for 143 years, harmonizes and integrates Toshiba Group’s diverse businesses and operations around the world. It also underpins the "Toshiba Next Plan" for transformation and growth announced on November 8.

The “Essence of Toshiba” comprises three parts, the “Basic Commitment of The Toshiba Group,” “Our Purpose” and “Our Values.” “Our Purpose” expresses Toshiba’s unwavering drive to make and do things that lead to a better world—to combine the power of invention with time-tested expertise, and thereby turn on the promise of a brilliant new day.

“For a new day,” the advertising campaign slogan, is aligned with “Our Purpose.” It encapsulates Toshiba’s commitment to building a sustainable future by focusing on business domains that support modern life and society, and creating value with reliable technologies.

Toshiba has positioned this fiscal year, to March 31, 2019, as the first year of its transformation into an excellent company able to secure profitability comparable to that of the best global companies. The new advertising campaign expresses the “Essence of Toshiba” that is guiding the transformation and rebuilding the global Toshiba brand, and delivers the message to a global audience on a range of media.


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