Issue:
Reebok’s pioneering dominance in the women’s footwear category was being eroded by a multitude of players, ranging from the design-driven Nike, to the culture-driven Vans. Reebok looked to their very successful “Classic” line to rekindle a relationship with tween girls and enlist future brand advocates.
Insight:
The word “Classic” meant little to “heritage-free” tween girls. In addition, we knmew that these girls hovered in that space between being a kid and a teen. “I want to look cool, but some older kids wear stuff that’s too out there.”
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Reebok Sweets TV: “Sweet Shoppe” -
Reebok Sweets TV: “Piñata”
Solution:
We created a brand that celebrates the sweet spot between kids and teens — Reebok Sweets. Candy was the perfect transitional icon, being both child-like and naughty, benign and excessive. We also knew that it would be a tireless engine for styles and communications. From our TV campaign to the fully realized online experience, we used the social, empowering, colorful currency of candy to enable girls to “Look Sweet”.
Results:
- Reebok’s most successful shoe launch in a decade.
- After the TV spot aired, most accounts reported best sell-through’s on girls product that they have had in the last decade. Many retail accounts doubled sell-through percentages on girls’ product versus year ago.
- Created a new, multi-million dollar, global business segment in Year 1, doubling in Year 2.