Entry Reviews
In 2007, many people knew Reebok, but didn't have a personal connection with the brand. To change this meant that Reebok needed to engage and spend time with their customers. Research revealed that many runners felt alienated by the classic "performance-driven" advertising message which focuses on "being the best" or pushing yourself to the limits. Reebok sought to reinvigorate its brand by focusing on the joy and fun of running and motivate consumers to enjoy the sport at a pace that is right for them. To support this strategy, Reebok engaged Molecular, Carat, and Isobar Global to launch an innovative global marketing campaign that would celebrate the casual runner and integrate Reebok into runner's everyday lives.
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