Reebok RealFlex - 2011 Out of Home Media Plan of the Year The Reebok RealFlex sneaker was introduced in April 2011. The RealFlex sneaker includes 76 strategically placed sensors, also known as “Running Buddies,” which adapt to the environment and provide a tailored performance running shoe that helps your feet to move and flex as you run, jump and stretch. Reebok needed to make it known how this shoe is different from its competitors’ running shoes.
Kmart Protege Since its inception in 1961, the Kmart brand has long been associated with consumer concepts such as value and affordability. Kmart’s foray into the athletic shoe market centered on the idea that there was a pre-existing, untapped market for a reasonably priced, yet high-quality and stylish basketball shoe.
Reebok Reebok needed to reinvigorate its brand image and to separate itself from the competition. In order to reposition itself, Reebok created the “Run Easy” movement, which relates to the average, casual fitness enthusiast rather than the extreme high performance athlete, creating a distinction between the company and its main competitors.
Lucy Lucy is a lifestyle apparel company for women who value fit, style, and performance in their clothing. The typical consumer leads an active life and is difficult to reach with broadcast media.
Wrangler - National 2002 Outdoor Media Plan of the Year Winner Wrangler does not have its own branded retail outlets. The Wrangler salesforce relies on target advertising in 28 key Hispanic markets to sustain sales at retail accounts. The retail accounts vary from large national department store chains to small single location stores.
Levi's Jeans for Women Posters, bulletins, transit advertising (all ranging from #25 GRP to #100 GRP showings), and full-page magazine ads were used together in a combined effort to create a media mix that would achieve the most impactful results.