News » 2006 » KYOCERA Mita America Launches Next Phase of "People Friendly" Branding Campaign


KYOCERA Mita America Launches Next Phase of "People Friendly" Branding Campaign

Print, Television, and Radio Advertisements Spotlight the End User Benefits of KYOCERA Products and Solutions

Fairfield, New Jersey – April 19, 2006 - Kyocera Mita America, one of the world's leading document imaging companies, has launched the next phase of a multi-million dollar integrated branding initiative based on its successful “People Friendly” advertising campaign, which began in April of 2003. This phase of the campaign spotlights the core end user benefits of Kyocera products: reliability, productivity, low total cost of ownership and high customer satisfaction. Over the past 3 years, the “People Friendly” campaign has increased awareness of the Kyocera brand to nearly 70%.

“The next phase of our branding campaign is designed to help customers understand the many small but impactful ways that Kyocera products can make their work lives easier,” said Dan Butler, associate director of marketing communications, Kyocera Mita America. “From producing vibrant color to streamlining document workflow processes and enhanced security, Kyocera’s award-winning products consistently offer user friendly and reliable document solutions of the highest quality.”

Kyocera’s new integrated advertising campaign builds on the company’s brand promise of “Simplicity” and further definines what “People Friendly” and advanced technology mean to the end-user. The campaign includes new print ads, television, and radio spots that feature the “When You’re Smiling” theme song. The television ads will run on a variety of cable news stations while print ads will be featured in the Wall Street Journal, as well as other business, IT and vertical publications.

Kyocera’s integrated branding initiative is part of an overall corporate communications strategy to support the company’s independent dealer network though a number of innovative activities. These programs include sales and marketing support, a brand new sales management-training program to complement our existing web-based curriculum, and a number of new e-initiatives, which are being launched today at the Kyocera Mita America National Dealer Meeting in Orlando, Florida.

Kyocera Mita America: Awards and Recognition
Kyocera continues to earn numerous honors and distinctions for its products’ high performance, reliability and cost efficiency, as well as for superior customer service. Kyocera was named “#1 Copier/Multifunctional Product in Overall Customer Satisfaction Among Business Users” by J.D. Power and Associates in their 2005 Copier Customer Satisfaction StudySM. In additional, Buyers Laboratory Inc. awarded both a Fall “Pick of the Year” Award and “Highly Recommended” distinction to the KM-1820KM-6030, and KM-8030. Kyocera printers and copiers/multifunctional products (MFPs) have also been recognized by Industry Analysts for outstanding reliability. Kyocera has also been honored with a BERTL’s Best Award for the most cost-efficient digital imaging product line as well as a 4-star “Highly Recommended” Award for the KM-8030.

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. Kyocera Corporation’s consolidated net revenues totaled $11 billion during the year ending on March 31, 2005.