Maxell Campaign Features Accessories Lifestyle Ads

FAIR LAWN, N.J.— For the first time in many years, Maxell Corp. of America is running a consumer print advertising campaign. The ads, which promote Maxell's line of "hot" headphones, DVD care and maintenance products and new labeling kits, began in January.

The campaign is designed to connect to a new generation of consumers, stressing active involvement people have with Maxell products, whether listening to or labeling their personal music collections or caring for their electronics. Ads feature lifestyle and product photography and emphasize the strength of the Maxell brand. The company expects to attract a younger generation unaware of many Maxell products and to the degree the company is an innovative trendsetter.

Typical of the campaign's messaging, one headphone ad says, "There are headphones … and there are Maxell headphones … Maxell headphones are designed for living."

Ads carry the distinctive "Man-in-the-Chair" icon that was created for Maxell's campaign that features a hip young man blown away by the quality and the power of the music he had recorded on Maxell tape.

Among the magazines that will carry the campaign are Teen People, Videomaker and Newsweek, in addition to trade publications.