SBD/March 4, 2011/Marketing and Sponsorship

Reebok Taking Different Approaches To Marketing ZigTech, EasyTone Products

Ad agency DDB "takes decidedly different approaches ... in Reebok's new global ad campaigns for two key brands," according to Andrew McMains of ADWEEK. The effort for ZigTech footwear and apparel "features world-class athletes" such as Colts QB Peyton Manning and Real Madrid GK Iker Casillas, while ads for EasyTone "center on actual consumers." Reebok VP/Global Brand Marketing Rich Prenderville said of the decision to focus on regular people in the EasyTone ads, "It's in keeping with how the target is different, but it's also in keeping with the product. If you look at the Zig, it's more energy. ... EasyTone is an out-of-the-gym experience. So, you would use EasyTone in your day-to-day trips around the city and things like that to get more toning all day long." Prenderville also discussed the criteria for picking athletes for Reebok ads, saying, "We pick athletes that represent our brand. Any marketer is going to tell you that. But if you look at Reebok 10 years ago and you have the NBA draft, we were just going after the No. 1 draft pick, no matter who it was. This time around we were very, very specific with it. We had a relationship with John Wall." Prenderville added, "The athletes that we have on board are pretty straightforward. If you look at an athlete like Peyton Manning or Sidney Crosby ... those guys are really focused on their games" (ADWEEK.com, 3/3).
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