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FOR IMMEDIATE RELEASE
Ricoh Web Site: www.ricoh-usa.com


CONTACT: Russell Marchetta Jennifer Kuhl
Ricoh Americas Corporation Peppercom
(973) 882-2075 (212) 931-6111
russell.marchetta@ricoh-usa.com jkuhl@peppercom.com


NEW RICOH ON-LINE BRANDING INITIATIVE INTRODUCES PRINTERWORLD
Interactive On-line World Aims to Reach IT Community

West Caldwell, N.J., September 28, 2007 – In a move to strategically reach the IT community, Ricoh Americas Corporation, a leading provider of digital office equipment is moving more of its advertising presence online. Full service advertising agency, Gigante Vaz Partners, was commissioned by Ricoh’s Printing Solutions Division to develop a unique, attention-getting campaign. As a result, the IT market will be introduced to the Ricoh Colorbots on-line on October 1, and their interactive world located deep inside a Ricoh printer called Printerworld.

Starting with an aggressive teaser campaign in September, the Colorbots made their way onto the sites of CNET, InformationWeek, and Gizmodo, alerting readers that the Colorbots are coming. Now that they have officially landed, the IT community will be able to join these microscopic techno-creatures in the land where they live and work – Printerworld. Residing at www.ricohcolorbots.com, Colorbots are techno-creatures that protect and defend Ricoh color quality and dependability inside Ricoh printers.

“The end-user IT community is important to Ricoh and the growth of our business,” said Robin Henry, director of Channel Marketing for the Printing Solutions Division, Ricoh Americas Corporation. “We believe this campaign will enable us to truly relate to this audience and further illustrate Ricoh products’ value and dependability.”

The world of the Colorbots takes the IT Community inside a Ricoh printer, where they encounter a highly-stylized, fully-animated world created by Ricoh’s longtime agency, Gigante Vaz Partners, along with award-winning illustrator and animator, Trevor VanMeter. Although the inner-workings of the printer are presented as a complete fantasy, the functional principles are real, with sections of the site analogous to the sections of an actual color laser printer. In addition, users can interact with the world of the Colorbots in numerous ways including a language translation center where they can exchange encrypted audio messages with colleagues, and in other areas, such as a laser game and a custom avatar maker.

“Being able to work on this innovative campaign allowed us to push the limits with online advertising and marketing in this space,” said Paul Gigante, chief creative officer, Gigante Vaz. “Ricoh prides itself on understanding its audience, with products, services and marketing initiatives. We are thrilled that it chose Gigante Vaz as its partner to deliver on that promise.”

Ricoh Senior Vice President of the Printing Solutions Division Ann Moser added, “Ricoh is excited to roll-out this innovative on-line campaign specifically appealing to the IT professional. We feel that it is unique and will shine above the rest and be a true representative of Ricoh’s technology leadership.”

This is the first phase of a planned on-line initiative involving the Ricoh Colorbots. Watch for regular updates and new features in Printerworld.

About Gigante Vaz Partners
Gigante Vaz is a full-service branding, advertising and digital media company, specializing in challenger brands. Founded in 1989 by Paul Gigante and Madeline Vaz, Gigante Vaz combines strategic insight, creative excellence, and a passionate devotion to client service not generally offered to clients with billings under $40 million. Located in SoHo's Puck Building in New York City, Gigante Vaz services accounts in a broad range of categories, including business machines, software, publishing, wine & spirits, food service, travel, and consumer electronics.

About Ricoh’s Printing Solutions Division

The Printing Solutions Division (PSD) of Ricoh Americas Corporation is committed to meeting the critical needs of the company’s resellers and their customers by providing world-class printers and multifunction solutions that enhance document workflow. The PSD offers resellers that are Ricoh Reward Members a wide variety of marketing and support programs to help drive revenue and profits including the Rewards Program, Demo Program and Royalties Program.

Ricoh Americas Corporation, headquartered in West Caldwell, N.J., is a subsidiary of Ricoh Company Ltd., the 71-year-old leading supplier of office automation equipment and electronics, with fiscal year 2006 sales in excess of $17 billion, a 8.4 percent increase over the previous year.

Information about Ricoh's Printing Solutions Division can be accessed on the World Wide Web at www.ricoh-usa.com/resellers.
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