Royal Philips Electronics NV will spend $98 million to promote its new slogan in Europe, Asia and the United States.
The consumer-electronics giant replaced “make things better” with "sense and simplicity" Monday.
Philips marketing chief Andrea Ragnetti said the company’s ad campaign was being launched simultaneously in China, France, Germany, Italy, the Netherlands, Britain and the United States.
"We want to target first the countries where we have the bulk of our revenue," she added. "In the United States, we have to improve the awareness of Philips because we are not very well-known."