Brother is launching a multi-million campaign push to build out its brand presence in the SOHO/SMB inkjet market across Europe

The investment is part of an ambitious strategy to increase market share on the back of growing demand for reliable, quality inkjet printers and the strength of Brother’s existing and new inkjet line-up.

A key objective of the new campaign is to build brand perceptions around the ease of use and durability of Brother printers. For channel partners, this will unlock opportunities to sell (and upsell) on quality, even for everyday printing needs in smaller settings.

The campaign is being backed by significant, multichannel media spend in 15 European markets, a first major campaign burst will dramatically increase visibility of Brother as an inkjet brand – across multiple touchpoints and with memorable, emotive creative.

Under the banner “More time for life” the campaign will be seen by SMB and SOHO audiences on their favourite social platforms and websites, as well as out and about and on streaming services.

The creative will be focused around three hobby-themed short films, each showing how the core qualities of Brother inkjet printers – reliability, durability, efficiency and ease of use – give people more time to do what really matters to them.

Matthias Schach, Director Brother Europe – Sales & Marketing, said: “In addition to building brand awareness and perception, we are using the campaign to optimise the whole buyer journey and give our partners primed customers that are ready to buy Brother inkjet printers. My message to the channel: We are doing more of the heavy lifting to help you sell.”