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Brother has launched a multi-million-euro campaign aimed at expanding its presence in the SOHO (Small Office/Home Office) and SMB (Small and Medium Business) inkjet printer market across 15 European countries.
The initiative responds to rising demand for reliable, easy-to-use inkjet solutions and seeks to strengthen brand recognition in the A4 inkjet category, an area where Brother sees untapped potential. The campaign is designed to highlight product durability and usability, with messaging tailored to everyday business printing needs.
“We’ve got an incredibly strong inkjet offering that gives teams in SMBs and SOHO customers exactly what they need: reliable, easy-to-use printing time and again,” said Matthias Schach, Director Brother Europe – Sales & Marketing. “The opportunity in our sights now is the sizable A4 inkjet category, where lack of awareness is holding us and our resellers back.”
Brother’s campaign, titled ‘More time for life’, will feature three short films focused on hobbies, illustrating how the brand’s inkjet printers support productivity and free up time for personal pursuits. The content will be distributed across social platforms, websites, streaming services, and outdoor media.
Schach added: “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.”