Vivitar Targets Millennials in Fun-Oriented Rebranding Campaign


LAS VEGAS (January 6, 2016) – Vivitar today announced a major rebranding and expansion of its consumer electronics portfolio designed to boost the brand’s grab ‘n go shelf appeal for the millennial consumers who are already its primary customers. The update will debut at the International Consumer Electronics Show in Las Vegas January 6-10 in booth 13228, with dozens of new products ranging from action and lifelogging cameras to drones, smartwatches, smart home devices, and mobile and audio accessories, all featuring vibrant new package graphics and entry-level price points crafted specifically to fit millennials’ tastes and buying habits.


Built around a ‘We Make Fun’ theme, the rebranding program will also utilize clever but clear messaging about each product’s use to overcome barriers to purchase that are common in the category because of technical-only labeling. The new packaging on the brand’s Bluetooth headphones will proclaim that the products ‘Get Loud,’ USB lightning connectors will ‘Charge Away,’ waterproof action cams will ‘Make a Splash,’ baby cams will help infants ‘Sleep Tight’ and so on, encouraging impulse sales.  

These features will be supported by colorful in-store displays, a revamped website and booth in the central hall of CES reflecting the new brand personality, commercials and other digital advertising, and social media campaigns that will help increase brand recognition and promote sell through for retailers.


The initiative was prompted by Vivitar’s rapidly growing footprint in the lifestyle technology products space, which in turn has been fueled by the brand’s ability to rapidly deliver affordable products that capitalize on the newest technology trends. Sales of Vivitar-branded mobile products alone doubled from 2014 to 2015, resulting in a #3 category ranking, according to NPD Group.  This growth has been driven by Sakar International, which has steadily expanded Vivitar’s original camera-focused business into new market sectors since acquiring the now-78-year-old brand name and intellectual property in 2008.


Less Tech-y, More Fun


“Store shelves are filled with look-alike consumer electronics products that are intimidating, boring, pricey, and confusing to anyone without a fair amount of technical knowledge.  That’s not the way to sell to millennials, who are highly style-conscious, want to try new things without a big investment, and frequently buy on impulse. Both the product and the packaging need to jump off the shelf without requiring a lot of study,” said Jeff Saka, President of Sakar International.


“Our rebranded Vivitar line will send that ‘grab me’ message while also providing a consistent look across all product categories, helping to drive sales as well as build brand loyalty that will carry over from product line to product line,” noted Abbas Bhanji, European Managing Director of Sakar International. “No other brand in the space today is equipped to reach the millennial audience or establish an instantly recognizable shelf presence in this way.”


As part of the rebranding Vivitar will be broadening the product line up into four major categories, Digital Imaging, Mobile Power, Mobile Audio and Smart Home, which will poise Vivitar into the hot, trendy CE categories for 2016.  Among the dozens of new products to be released as part of the initiative are:

  • The Vivitar 360 Cam for 360-degree video capture, complete with built-in video stitching software and built-in Wi-Fi for instantly sharing photos and videos (MSRP $169.99).
  • The Vivitar MicroCam, the tiniest of a new series of wearable camcorders designed for capturing photos and videos of users’ everyday activities with the ability to share those memories via built-in Wi-Fi (MSRP $129.99).
  • The Vivitar Air Defender Camera Drone, a quadcopter with a built-in camera with 32 LED lights for night flights (MSRP $99.99).
  • The Vivitar 2-in-1 LED Bluetooth Speaker Light Bulb, a multi-colored, Bluetooth-enabled LED lightbulb that lets users stream music wirelessly from any Bluetooth-enabled device as well as change the lighting to suit their mood (MSRP $49.99).
  • The Vivitar Wi-Fi Smart Plug, an electrical outlet with two USB chargers enabling remote control of lights, TVs, appliances and more via a downloadable app and compatible with Apple Home Kit (MSRP $79.99).


Vivitar will be exhibiting at Booth #13228 at the Las Vegas Convention Center Central Hall at the 2016 International CES conference running January 6-9 in Las Vegas.  For more information, please visit the new website at, or follow our social media at Facebook, Twitter, YouTube, and Instagram.


About Vivitar

Vivitar designs and manufactures affordable consumer electronics ranging from on-trend digital lifestyle products for millennial consumers to cameras and accessories for amateur and professional photographers. With a rich heritage dating back to 1938, the company’s portfolio today spans mobile and audio accessories, cameras, and a constantly evolving array of specialty products in emerging electronics categories. It also is the largest supplier of digital still cameras, camcorders and accessories around the world, harkening back to its origins as an importer of photographic equipment and its subsequent development of industry-leading mass-market cameras, lenses and flashes. A division of Sakar International since 2008, Vivitar is headquartered in Edison, NJ, with offices in the United Kingdom, Latin America, Canada and Hong Kong, and global retail distribution through more than 100,000 mass market and specialty locations.  For more information, visit


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