MA-based Reebok launched its new ad campaign yesterday
"using Jimi Hendrix music, MTV imagery, and such sports
stars as Venus Williams" to promote its DMX cushioning
technology, according to Chris Reidy of the BOSTON GLOBE.
The campaign, which consists of print, radio and TV ads,
"makes a special effort to appeal to women." Reebok CMO
Angel Martinez: "In the last few years, we haven't been
talking to women as aggressively as we needed to." The ads
"focus mostly on lesser-known women athletes, ... instead of
pricey" male stars. Besides Williams, the campaign features
"fitness guru" Lisa Wheeler and runner Amy Rudolph.
Meanwhile, runner Martin Fiz is "the only male." But Reidy
writes that Reebok has not "stopped using big male stars,"
as a future DMX ad will feature 76ers G Allen Iverson. The
campaign uses taglines such as "Are you feeling it?" and
"DMXperienced" (BOSTON GLOBE, 4/27).
WERE THERE TOO MANY COOKS IN THE KITCHEN? Martinez, on
Reebok being "criticized for using to many marketing
themes": "We had too many ad agencies, too many points of
view." NY-based Berlin Cameron & Partners is the campaign's
creative, and Reebok said that it was "no longer using"
Boston-based Heater Advertising (BOSTON GLOBE, 4/27).
