Brother launches €Multi-million campaign to boost A4 inkjet market presence in Europe

Brother Europe has unveiled a significant multi-million-euro marketing campaign aimed at expanding its footprint in the small office and SMB inkjet printer sector across 15 European countries, accompanied by new product launches designed to meet modern office needs.

Brother has embarked on a significant multi-million-euro campaign aimed at expanding its foothold in the SOHO (Small Office/Home Office) and SMB (Small and Medium Business) inkjet printer market across Europe. This move is part of a broader, ambitious strategy designed to meet the growing demand for reliable and high-quality inkjet printing solutions, leveraging both Brother’s established reputation and its new inkjet product line-up. Industry insiders recognise this as a concerted push to increase market share within a crowded printing sector, particularly targeting the largely untapped A4 inkjet category, where Brother seeks to convert limited brand awareness into sustained sales growth.

Speaking about the campaign, Matthias Schach, Director Brother Europe – Sales & Marketing, emphasised the company’s strength in inkjet technology tailored for smaller office environments. He stated, “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.” Brother is already well established as number one in A3 inkjet, monochrome laser, and colour laser markets, yet their presence in the A4 inkjet space has room to grow. According to Schach, this campaign aims to “fix that, helping channel partners sell today and grow with us tomorrow.” The strategy incorporates not just brand positioning but also optimising the buyer journey, providing channel partners with primed customers ready to purchase Brother’s products.

The campaign, launched under the banner “More Time for Life,” will roll out across 15 European countries with a substantial multichannel media spend. This includes visibility on preferred social media platforms, popular websites, connected TV, digital out-of-home (DOOH) media, and streaming services. Creative execution centres around three hobby-themed short films. These films illustrate how the core qualities of Brother inkjet printers — reliability, durability, efficiency, and ease of use — help users gain more time to pursue their passions and priorities beyond the workplace. This consumer-focused narrative underlines the company’s intent not only to highlight product attributes but also to connect emotionally with SOHO and SMB users.

Complementing the marketing efforts, Brother has also introduced a refreshed line of A4 inkjet printers optimised for small office environments. The new models combine print, scan, copy, and fax functionalities in sleek, compact formats. Noteworthy is the flagship MFC-J4550DW, designed for high-speed, high-quality output with increased print yields and a sizeable paper input capacity of 400 sheets. The product range aims to meet the evolving needs of contemporary home offices and small businesses, providing feature-rich yet easy-to-use devices at competitive price points.

This campaign underscores Brother’s confidence in the resilience and growth potential of the SOHO and SMB inkjet market. Industry observers note that Brother’s strategic investment and clear messaging could significantly shift market dynamics by reinforcing the brand’s value proposition around everyday usability and dependable performance. Furthermore, by bolstering brand perception and providing channel partners with enhanced selling tools, Brother hopes to strengthen its distribution network’s effectiveness and extend its competitive edge in Europe’s diverse printing landscape.

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Source: Noah Wire Services