News » 2005 » KYOCERA Mita America Launches Newest Elements of Multimillion Dollar Integrated Brand Initiative


KYOCERA Mita America Launches Newest Elements of Multimillion Dollar Integrated Brand Initiative

KYOCERA Unveils Product-Specific Ads, Giving End Users “A Whole New Reason to Smile”

Fairfield, New Jersey – September 26, 2005 Kyocera Mita America, one of the world's leading document imaging companies, has launched the next phase of a $20 million integrated branding initiative in North America based on its popular “People Friendly” advertising campaign. This latest phase of the campaign features product-focused advertisements in major business and IT publications. Featuring the tagline “People Friendly: A whole new reason to smile,” the campaign promotes the idea that Kyocera’s advanced technology makes the business lives of customers simpler and more productive. The ads also highlight a call to action inviting end users to learn more about Kyocera’s products by visiting a new section of their public website, the “New Products and Solutions Showcase,” at

“The ‘People Friendly’ campaign has been the most successful in our history, having increased total brand awareness ten-fold since its inception in 2003,” said Peter Hendrick, director, marketing communications, Kyocera Mita America. “Our first ad focuses on our core message of network reliability, security and low total cost of ownership while the second ad highlights Kyocera’s professional color output. Both product-specific ads have been designed to help the end user cut through the clutter when making a decision to purchase a printer or multifunction product (MFP).”

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 web-based dealer training program unsurpassed in the office products industry, and a number of new e-initiatives.

About KYOCERA Mita America, Inc.
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 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 Mita America, the only document solutions company with third-party certified sales data, has earned numerous honors for its products’ high performance, reliability and cost efficiency. In 2005 alone, Kyocera Mita America earned the Industry Analyst award for the most reliable copiers and multifunctional printers (MFPs), BERTL’s Best Award for the most cost-efficient digital imaging product line, and BERTL’s Best Award in the category of Best Workflow Management Application for KYOcapture. Kyocera Corporation’s consolidated net revenues totaled $11 billion during the year ending on March 31, 2005.