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Mikuni American launches "Explicit Performance"
Mikun'si Vice President of Marketing, Lee Chapin explains the radical new advertising approach for the otherwise conservative Japanese company"Since the introduction of the HSR smoothbore carburetor line back in the 1980's, Mikuni has relied on Gianatsis Design to produce highly effective product advertising to let the consumer about the exclusive performance advantages of our HSR carburetors. That original advertsing concept combined with other marketing programs like our sponsorship of the Gianatsis Design produced Iron & Lace Calendar featuring America's top custom bike builders, has allowed Mikuni to established itself as the leading brand for performance carburetors. "We felt it was time for a fresh new approach towards marketing the HSR carburetor, and Jim Gianatsis felt an image ad featuring just a photograph with minimal text was the way to go. Jim suggested, 'Why not have one of the beautiful calendar models hold the HSR carburetor!' But the carburetor would be too small in proportion when held by a model, and how would she be dressed? Which led us to the idea of having the HSR carb placed on a V-twin motor with the model placed behind the motor, hugging it. The motor would be large enough that the model could appear to be nude sitting behind it. And with minimal or no text in the ad it would really grab people's attention, which its does.. In turn, the market response has been phenominal!" |