Casio wanted to reinvigorate their brand to expand beyond the technology media and appeal to a younger, hip audience.


Coyne PR implemented various tactics to help revive the Casio brand. With crafted media pitches targeting editors from fashion to music, the team focused on updating the image of Casio cameras and watches. Coyne PR signed on with Casio as the first color cameras were making their way on the scene. The team introduced the EX-S500, the world’s smallest camera which was available in orange, white and silver, as the newest fashion accessory – the perfect size to fit in a clutch, but so cute you’d be proud to have it dangling off your wrist while out on the town. Even the most high-profile fashion pubs loved the crossover! Next, the agency leveraged third-party fashion expert Robert Verdi to serve as a spokesperson to promote spring watch trends, and discuss how a watch can transform an outfit. In addition, Coyne PR capitalized on sponsorship opportunities at Celebrity Gift Lounges at the Grammy Awards and Academy Awards to create badge appeal for the products.

The fresh face of Casio was a success, with more than 580 million media impressions generated throughout the campaign. More than 1,000 stories/segments helped transform Casio into a hot must-have, with placements in top media outlets, such as Vogue, InStyle, Glamour, Cosmopolitan, Maxim, The Wall Street Journal, The New York Times, “Today Show,” “Extra” and “Ellen DeGeneres Show,” among others.