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Toyota's Hot Pink Re-branding

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Toyota’s Hot Pink Re-branding

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We saw this over at PRNewser and had to share……because anytime you can show a hot pink car, I think it is safe to say that your recovery from doom and gloom is complete.

We’d be hard-pressed to think of a bigger PR disaster for an automotive brand than the largest car recall in history followed by a massive tsunami wreaking untold damage on international supply chains. Heck, we didn’t even mention this valuable lesson about the dangers of automated spam messaging or this misguided effort to raise brand awareness among toddlers.

pinkAnd yet, 2012 sales numbers tell us that Toyota hasalready recovered from a wide-reaching scandal that started in 2009 with reports of “technical difficulties” in its vehicles and ended with the recall of more than seven million individual automobiles. In fact, the Japanese company ended the year by reclaiming its place as the world’s most successful car maker.

Toyota obviously wanted to get people talking in 2013, so it came out swinging with a re-branding initiative fronted by a hot pink “executive” sedan. Japanese CEOs and their teenage daughters now have one more thing in common…a favorite color! Did someone invite Hello Kitty reps to participate in creative strategy meetings?

(continue reading full story from PR Newser)


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John Paul Strong

John Paul Strong

John Paul Strong combines his two decades of automotive marketing experience with a team of more than 100 professionals as owner and CEO of Strong Automotive Merchandising.

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