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Epson had a strong InkTank printer portfolio, but the name wasn't doing the product justice. The two most compelling reasons to choose an InkTank printer over laser or cartridge alternatives (lower cost per print and reduced environmental impact) were not landing with consumers or businesses because the category simply didn't exist yet. No printer brand in the market was clearly and consistently positioned around the twin values of eco-friendliness and economy.
The task Epson brought to Langoor was threefold: rebrand and reposition the InkTank range under a new identity (EcoTank), build the category from the ground up in the minds of consumers and SMEs, and accelerate product-market fit for two new flagship models, the L3110 and L3150. Layered onto this was a longer-term challenge: as Epson's product range expanded to include Heat-Free Technology, the brand needed a way to link its environmental credentials to a broader sustainability narrative, and to create demand among an SME audience that is notoriously fragmented and difficult to reach with a single message.
Challenge
Approach
1. EcoTank: Category Creation and Brand Repositioning
Langoor began the repositioning by activating Epson's social media channels as the primary seeding ground for the EcoTank name and identity, building familiarity and brand recall before committing to a full integrated campaign. Once the name had gained meaningful traction, Langoor launched a broader integrated digital campaign anchored by a brand film that articulated the core value proposition of Epson's Continuous Ink Supply System (CISS): the lowest cost per print in the market, combined with a significantly lower environmental footprint.
This campaign directly supported the commercial launch of the L3110 and L3150 EcoTank printers, the models designed to replace Epson's existing flagship L380 and L405. The campaign repositioned InkTank printing not as a niche alternative, but as the rational default choice for anyone who cared about both cost of ownership and environmental impact. Today, EcoTank sub-branding appears across Epson's entire inkjet printer portfolio, a direct outcome of the category having been successfully established.
2. Heat-Free Technology: Sustainability Content Platform
When Epson partnered with National Geographic to raise awareness around Heat-Free Technology and its role in reducing environmental impact, Langoor built and activated the content strategy around this partnership. The centerpiece was a dedicated Heat-Free content hub, a curated collection of hero assets that made the case for why Epson's proprietary technology reduces energy consumption, extends product lifespan, and minimizes environmental impact through fewer replacement parts.
The supporting 360-degree digital campaign, titled 'Turn Down the Heat', invited consumers and businesses to make an active choice, to be intentional about every page they print and to see switching printer technology as a meaningful act in the fight against climate change. The content hub served a dual purpose: driving brand salience for Epson's full product range, while reinforcing Epson's position as a global technology leader committed to sustainability at a systems level, not just as a product feature.
3. SME Demand Generation: M-Series Monochrome EcoTank Campaign
The Epson M-Series Monochrome EcoTank Printer was built for organisations that print primarily in black and white and need the lowest possible running costs without compromising on quality. The challenge was reaching the right buyers within the SME segment, a diverse and fragmented audience ranging from 10-person startups to 100-person operations across corporate, education, healthcare, and retail.
Langoor developed a 360-degree digital marketing campaign (search, social, and programmatic) that addressed the core pain points of SME buyers in language that resonated with their specific operational context. Rather than applying a single message across all segments, the campaign was built around the insight that the communication hooks that work for a small business are fundamentally different from those that land with a mid-sized institution, and the creative and targeting strategy reflected that distinction.
Outcomes
Langoor's work with Epson delivered results across three distinct challenges: category creation, sustainability brand-building, and SME demand generation.
- EcoTank became the defining sub-brand for Epson's inkjet printer portfolio, marking a successful category creation exercise in a market where no printer brand had previously owned the eco-friendly and economical positioning simultaneously.
- The L3110 and L3150 successfully replaced the L380 and L405 as Epson's flagship models, supported by integrated launch campaigns that drove both awareness and commercial conversion.
- The 'Turn Down the Heat' campaign and Heat-Free content hub increased brand salience for Epson's full product range while deepening its sustainability credentials at a time when environmental purchasing decisions were becoming more mainstream.
- The M-Series SME campaign achieved targeted reach across a notoriously difficult-to-segment audience — demonstrating that fragmented B2B markets can be addressed effectively through audience-specific messaging layered over a unified channel strategy.
Services Delivered
Brand repositioning and identity strategy · Category creation · Product-led go-to-market (GTM) strategy · Social media marketing and brand seeding · Integrated digital campaign development · Brand film production support · Content hub strategy and build · 360-degree digital marketing (search, social, programmatic) · SME demand generation · Sustainability marketing · Influencer and partnership marketing (National Geographic)
Technologies & Platforms
Social media platforms (Meta, YouTube) · Programmatic display · Google Search · Content management and hub platforms · Video campaign distribution · Analytics and performance tracking · Digital campaign automation
About Epson
Epson is a global technology company headquartered in Suwa, Nagano, Japan, with a presence in over 100 countries. Founded in 1942, Epson is best known for its printer and imaging technology, with a product range spanning home and office printers, commercial and industrial printing solutions, projectors, wearables, and robotics. Epson's InkTank (now EcoTank) technology, built around a refillable ink reservoir system, has been one of the most disruptive innovations in the consumer and small business printer market over the past decade, offering significantly lower cost per print and reduced environmental impact compared to traditional cartridge and laser alternatives.
Related Work
This case study is part of Langoor's consumer and B2B brand marketing practice. See also:
- Lenovo: Digital Marketing & Brand:
- Mitsubishi: Brand & Digital:
- Yamaha: Digital Marketing: