Sony Ericsson adopts new base line

Sony Ericsson has announced the adoption of a new brand message 'make.believe' in all its consumer communication.

To reinforce this change in messaging, it will launch a new global campaign that will focus on India as one of the key regions. It will also support the launch of Sony Ericsson's new entertainment products – the Aino, Satio and Yari being launched next month.

"Fusing communication and entertainment has been at the core of Sony Ericsson’s offering since the start of the joint venture. 'make.believe' aligns Sony Ericsson with the Sony Group companies and reflects the coming together of communication and entertainment. By re-aligning our brand and adopting ‘make.believe’ we further highlight our entertainment offering to consumers," said Cathy Davies, head of brand strategy at Sony Ericsson.

Visually, Sony Ericsson will expand the appeal of its globally recognized ‘liquid identity’ logo by adding seven new colour variations plus a new a 'liquid energy' flowing from the logo to make it more playful and visually appealing for the digital arena. The company also aims to adopt a more open and questioning attitude by inviting greater consumer participation in the brand through a stronger focus on interactive digital and social media channels.

A series of strategic marketing campaigns over the next few weeks will launch the realigned visual identity and showcase the start of 'make.believe' at Sony Ericsson, including a 'spark something' viral campaign for the new Satio, Aino and Yari phones.