REEBOK ASKS CONSUMERS TO REETHINK, REESPORT AND REEJOY IN NEW TV ADS
New TV Ad For Brand’s ZigTech Shoe Launches in U.S. Today
Canton, MA (March 11, 2010) – Today, Reebok is launching one of two new TV ads that were created under the brand’s new “Ree” marketing platform. “Ree” is a fresh voice for the brand that remains true to the Reebok DNA and puts the brand in the center of the conversation and the creative. To kick off the “Ree” campaign, the brand has created TV spots highlighting two key products, Reebok EasyTone and Reebok ZigTech. The ZigTech TV ads debut today in the U.S., and the EasyTone TV ad will launch on April 12th. The campaign also includes print, out-of-home, digital and in-store executions.
With “Ree,” Reebok is asking consumers to “reethink” their perceptions of sport, and remember why they play, sweat and cheer – because it’s fun. The campaign is a fun, bold and provocative approach to sport that challenges the “winning is everything” mentality and aims to bring back the fun and joy.
“In many ways, the essence of “Ree” is not new for Reebok. The idea that sports should be fun has always been part of who we are as a brand.” said Rich Prenderville, Reebok’s Head of Global Marketing. "Ree is a new, fresh way for us to communicate who we are and what we stand for as a brand.”
This attitude will not only be carried out through marketing programs however. Reebok is taking this approach and ensuring that it is reflected in every aspect of the brand including product.
“Our attitude of joy in sports and fitness inspires everything we do from the products we create, to our marketing, to the athletes who endorse our brand” said Prenderville. “We give consumers what they need to rediscover their love of sports. We want our consumers to be inspired and to remember that in the end it’s about the journey – about enjoying what you do. ”
The US version of the “Reezig” TV spot features Cincinnati Bengals wide receiver Chad Ochocinco. The campaign uses the unique, iconic "geometric zig zag shape" outsole to reinforce the benefit ZIGTECH technology provides as it absorbs the impact of heel strike and sends a wave of energy along the length of the shoe to help propel the athlete forward with each step.
“With the ZigTech ad, we leveraged the most noticeable visual element from the product and created a whole animated world of fun and sport that is powered by this technology, said Prenderville. “The discovery elements within the spot, and Chad’s smile at the end, reinforces the brand’s fun approach and attitude and differentiates us from the way many other sports brands would approach the same story.”
The “Reetone” Easy Tone ad is a joyous, fun celebration of women that shows whether they are in the gym or wherever they go, they are getting great legs and a great butt with every step.
“We wanted to make sure the TV portrayed very self confident, stylish women and that we told this story in a fun and entertaining way from the moods, rhythm, and movement of the women to the music,” said Prenderville. “And although we focus on great legs and butts, we also made sure the distinct personalities and playfulness of women in everyday situations did not get lost. The whole concept of the Easy Tone product lives up to the “Ree” philosophy of making sport and fitness fun because you can tone while you live your life and that’s what the advertising brings to life.”
The TV spots were created by DDB Berlin.