Vikings DO rock – Rebuilding the brand

I have to say, I love the Kevin Butler ads that Sony put together. Running for over a year now, it has been a campaign that completely reconnected the brand with their core audience while also reaching out to new ones. It is assertive without ever becoming disrespectful and the latest ad is fantastic.

If you recall the first ad campaigns, they were just weird. Not weird in a kooky, off beat way. Weird in a “What the hell were they thinking?” and a “Wow…they are taking themselves WAY to seriously.” sort of way. It was a period where Sony actually distanced themselves from the audience that grew with them. What made it worse was that Sony was having supply issues, lack of new titles, and was getting clobbered by both Microsoft and Nintendo in the marketplace. The last thing they needed to do was alienate their base.

With the introduction of the PS3 Slim and the Kevin Butler ad campaign, Sony returned to form and success followed. Kudos to you Sony. Glad to see you.