News » 2005 » KYOCERA Mita America Launches Next Phase of “People Friendly” Integrated Brand Initiative


KYOCERA Mita America Launches Next Phase of “People Friendly” Integrated Brand Initiative

Campaign Proves Successful in Elevating Awareness of KYOCERA Brand in North America

Fairfield, New Jersey – April 14, 2005 – Kyocera Mita America, one of the world's leading document imaging companies, today kicked-off a $20 million integrated branding initiative in North America based on its popular and successful “People Friendly” advertising campaign. Today’s launch marks the final phase of the “People Friendly” brand initiative, which promotes the idea that Kyocera’s advanced technology makes the business lives of customers simpler and more productive. Over the past two years, the “People Friendly” campaign has increased awareness of the Kyocera brand more than ten-fold.

“Kyocera Mita continues to invest strategically and aggressively to promote the Kyocera brand in North America,” said Peter Hendrick, director, marketing communications at Kyocera Mita America. “The return on our investment, for us and for Kyocera dealers, has been phenomenal, as the ’People Friendly’ campaign has raised our total brand awareness to almost 60 percent in a very short period of time. We believe this next phase of our branding initiative will help us gain even more ground on our competitors with regards to brand awareness. In addition, Kyocera has acquired a well-known and popular piece of music, “When You’re Smiling” by Louis Armstrong, to incorporate into this campaign.”

Kyocera Mita America’s integrated branding initiative is part of an overall corporate strategy to add value to the company’s independent dealer network though a number of activities. Designed and implemented to support Kyocera dealers’ business operations, these activities include sales and marketing support, a dealer-training program unsurpassed in the office products industry, and a number of new e-initiatives, which are being introduced today at the Kyocera Mita America National Dealer Meeting in Las Vegas. The broadcast advertising component of the “People Friendly” campaign will hit television and radio airwaves starting on April 18th, running on business, news, cable and lifestyle networks. The print media component of the campaign will appear in a broad array of major business

publications, including weekly magazines, information technology, office equipment, government, and other select vertical trade publications.

Kyocera Mita America, Inc. (, headquartered in Fairfield, N.J., is a leading provider of computer-connectable peripherals, including network-ready digital copiers/printers, laser printers, color copiers/printers, digital laser facsimiles, and multifunctional and wide format imaging solutions. Kyocera Mita America, Inc. is a group company of Kyocera Corporation, the world’s leading developer and manufacturer of advanced ceramics and associated products, including telecommunications equipment, semiconductor packages and electronic components. Kyocera Corporation’s consolidated net revenues totaled $11 billion during the year ended March 31, 2004.

Press Contacts
Denise Dagnino, Kyocera Mita America, Inc., (973) 882-4483,
Sarah Ely, Waggener Edstrom for Kyocera Mita America, (203) 353-7028