Even more so when my text took two weeks to be published: I learned about the Mix-free inks at the Wagner Pen Clinic in January 30th, and I finally published my chronicle on February 14th.
However, at least one Japanese website –Office Magazine—had published some news as early as on January 26th on the Platinum event celebrated between January 25th and February 3rd at Itoya’s main shop in Ginza, Tokyo. Among other products, Platinum showed their new gamut of inks and demonstrated their mixing capabilities. But that text was only in Japanese—that obscure language spoken only by 130 million people…
I wonder if all this unannounced presentation –unannounced, at least, for so many— was nothing but a marketing strategy by Platinum. I am sure nobody in the advertisement business ignores how fast news propagate nowadays through the Net. As Brian Goulet said on his Ink Nouveau site, it only takes a cell phone to make breaking news a couple of seconds after the event had taken place.
In actual terms, this presentation has raised a lot of expectation among pen enthusiasts, as can be seen on fora (I, II, III). Will this translate into sales? Most likely so, I am afraid.
The question, anyway, remains open: was this strategy accidental or deliberate?
And on a coming text, I will discuss about the actual necessity to have nine inks to mix.
Bruno Taut
(Madrid, February 18th, 2011)
[labels: Platinum, mercado, evento, tinta]