Olympus to Rebrand Stylus SW Cameras as Stylus TOUGH Series
A new name for a strong brand
Olympus rebrands µ SW cameras as µ TOUGH series (Stylus SW in the U.S.)
Hamburg 9th December 2008 – Olympus,
the company that introduced freezeproof, waterproof and shockproof
cameras for active lifestyles to the mass consumer market in 2006, is
now redefining the segment it continues to dominate. Beginning with the
newest members of the line-up to be introduced in January 2009, these
incredibly rugged cameras built to capture amazing images in extreme
situations will be rebranded as µ (Stylus) TOUGH.
The new µ (Stylus) TOUGH brand will allow Olympus to
continue the series’ reputation for incredible durability while
introducing new innovations and benefits to the line. In addition, the
name change will make the unique advantages of the series more
recognisable and comprehensible to consumers. If it is not waterproof,
shockproof and freezeproof, then by Olympus standards, it is not
“tough”. This means that, thanks to the new µ (Stylus) TOUGH brand, the company
can offer one or more of these unique features in other Olympus camera
lines.
According to a recent study, many consumers in
the market for a new digital camera list durability and weatherproofing
as the most important features in a camera. The current line-up of µ (Stylus) SW
cameras offers different levels of durability, providing customers with
options that best meet their needs. The shockproof and waterproof
models are ideal for adventure: they can survive anything from an
underwater snorkel tour to a day with the kids at the playground. And
for a trip to the most extreme mountain peaks or the darkest depths of
a cavern, the freezeproof and crushproof µ SW cameras are the perfect
partner to bring along to capture brilliant images of an unforgettable
experience.
“Over the last few years, our tough µ (Stylus) SW-series
cameras have increasingly impressed consumers with their combination of
incredible durability and excellent image quality. They allow our
customers the freedom to shoot in situations where other cameras simply
wouldn’t survive”, says Miquel Angel Garcia, Managing Director
Marketing at Olympus Imaging Europa GmbH. “Since some of our cameras
even go beyond shockproof and waterproof – certain models are
freezeproof and crushproof as well – we needed a name that was more
reflective of the true nature of the SW series. The µ (Stylus) TOUGH brand lets
our customers know what these cameras truly have to offer: strength
that’s always ready to go, even in the most extreme conditions”.
Olympus continues to be an innovator,
developing new technologies to expand the frontiers of digital
photography. Olympus products set benchmarks for others to follow,
enabling consumers to capture it all. The new µ (Stylus) TOUGH cameras will be
available in January 2009.
