If you haven’t seen PENTAX’s website recently, you might want to drop on by as the company launched a new rebranding campaign on Friday entitled “BE INTERESTING”. Developed by ad agency RPA, the new brand strategy centers around the following positioning – “independent spirits who see the world through a different lens.”

According to Jim Real, the Associate Creative Director/Copy at RPA, “The ‘BE INTERESTING’ direction came from a deep consumer insight we gained while getting to know the PENTAX brand and their loyalists. PENTAX users, and people who are naturally drawn to the brand, truly are independent spirits. They don’t follow. They decidedly beat their own drum. The campaign’s idea is to celebrate that independent spirit. And tie that spirit directly into PENTAX products”

Interesting concept – let’s see if this helps drive customer awareness and sales for PENTAX imaging equipment.

[Check it out]

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