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Product Launch Campaign Delivers Record Results

Client: Toyota
Agency: Nelson Schmidt

Client Background

The creative concept drew upon Toyota’s orange brand color and the recognizable crash-test dummy icon to convey Toyota’s safety message and position them as the innovation leader.


To successfully launch a new forklift into the U.S. market, Nelson Schmidt was tasked with determining an available and profitable market position.


Through research we helped validate the competitive advantage for Toyota’s new 7-Series forklift.


The 7-Series SAS™ was the most successful product launch in Toyota history.

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