I’m thrilled to introduce the completely redesigned all-new 2023 Toyota Prius and Prius Prime. Toyota has reinvented the Prius, once again proving its commitment to delivering innovative, high-quality vehicles that are efficient and stylish. The new marketing campaign, “This is Prius Now,” perfectly encapsulates the fresh perspective and excitement surrounding these new models.
Transformation Inside and Out
Toyota‘s group vice president of Marketing, Lisa Materazzo, explains that the new campaign is all about showcasing the transformed Prius in a whole new light. With a focus on styling, performance, and cutting-edge technology, the all-new Prius and Prius Prime are here to redefine customer expectations and create a new benchmark for hybrid vehicles.
Integrated Marketing Strategy
The “This is Prius Now” campaign is developed with Toyota’s Total Toyota (T2) model in mind, which aims for a cohesive marketing approach that encompasses both multicultural marketing and the mainstream market. The campaign features a unified creative style across several spots, each highlighting different aspects of the new Prius.
A Bold New Look
In the spot titled “Black Sheep,” created by Saatchi & Saatchi, we see the new Toyota Prius shining as a black sheep among a herd of white ones, emphasizing its unique design and sleek styling. The spot “Shadow,” also by Saatchi & Saatchi, playfully displays the Prius’ advanced features and bold design as its shadow chases it around town.
Embracing the Pioneering Spirit
Conill Advertising’s “Buzz” spot showcases the excitement surrounding the all-new Prius, emphasizing its daring design and its appeal to the new generation of Latinos. The spot highlights how the Prius breaks conventions and embodies the pioneering spirit that defines the Latino community.
Creativity and Performance
InterTrend Communications has developed two more spots for the campaign. “Reborn” features an artist who, together with her muse – the Prius, creates an artistic masterpiece. This collaboration symbolizes the union of smart technology and stylish design. In “Exhilarating,” the Prius’ stylish and powerful performance inspires a DJ to create an energetic performance of his own.
The Future is Here
The all-new 2023 Toyota Prius and Prius Prime are here to challenge your preconceptions about hybrid vehicles. With their innovative design, impressive performance, and advanced technology, these new models are set to redefine the hybrid driving experience. Keep an eye out for the “This is Prius Now” campaign and get ready to fall in love with the Prius all over again.
