Ad Campaign Kicks Off Sony Lifestyle Packaging Debut

Park Ridge, N.J.— With new lifestyle-focused product packaging for all Sony-brand audio, video and computer media moving into retail, the company is launching a simultaneous sweepstakes and advertising campaign.

Created to appeal to consumers' audio/visual lifestyle, the new packaging features images of consumers using the media, large lettering indicating the product format and eye-pleasing color schemes in variations of either red, blue or green. Redesigned packaging is shipping.

The new packaging primarily emphasizes the media format and then the Sony brand. It is specifically designed to appeal to those consumers who make purchasing decisions within seconds.

Sony is supporting the launch of its new packaging design with an online sweepstakes. Consumers can win a first prize of $10,000 or five, second-place Sony camcorders, each valued at about $1,000, by participating in the company's Match the Media sweepstakes.

Participants who visit the sweepstakes' Web site and correctly answer the multiple choice questions regarding the new packaging will be entered into a drawing to win.

A full-page ad insert will be included in 20 million newspapers nationally on June 30 to announce the sweepstakes. In addition, the ad will include a manufacturer's coupon for 75 cents off of the purchase of a multi-pack of camcorder tape.