PS2 to advertise despite shortfall

by Ben Carter, Marketing 08-Dec-04

PlayStation is to continue with its high-profile seasonal ad campaign, despite warnings from retailers that they do not expect to receive sufficient supplies of its slimline PS2 console by Christmas.

The Sony-owned company has invested more than £6m in a three-pronged campaign, which was intended to launch the console, promote specific games and broaden brand awareness using its 'Fun anyone?' line.

Several retailers have said they have almost no stocks of the consoles in-store. Ongoing supply issues forced Sony to airlift consoles into the UK this week, after a ship carrying stock became stuck in the Suez Canal.

PlayStation insists it will carry on with the UK activity, although launch ads for the console ended last month. A spokesman said it was in talks with retailers and was 'doing its best' to meet demand.