While Maxell has always resonated well with the older generation - the one that knows the brand from audio tapes - it is still looking to achieve stronger recognition with 13- to-24-year-olds by sponsoring the X Games for a second consecutive year.
Idea: "Our message is simply product performance," said Cheryl Severini, Maxell senior marketing manager. "With the ESPN X Games being such a performance-minded event, it was a great tie-in." As the official DVD of the X Games, Maxell hoped ...