Pentax built much popularity, brand equity and recognition with their revolutionary technology during the early 60’s to the late 90’s. However, while transitioning into the digital market their popularity slowly diminished. A lack of marketing and advertising in North America has led people to believe Pentax is no longer making cameras, or that the technology is subpar compared to big-budget competitors such as Nikon, Canon and Sony.
These posters focus on the idea, “We Have History.” Pentax has history with photo enthusiasts ages 35-65. They would remember owning a Pentax, or knowing someone who owned one during the brand’s prime - people who feel nostalgic when they hear the name. Pentax was a brand that had more history and developed more new technology than almost any camera manufacturer.
AD: Kylie Avalon Davies
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