For the past 80 years Sperry has been selling Top-Sider boat shoes. A product with limited appeal if ever there was one. But plenty of people buy yoga clothes even though they never do yoga, so the brand could transcend its inherit limitations.
To that end, the company is launching a new campaign targeting adventurous Millennials. According to Karen Pitts, VP of Marketing, "Odysseys" plays to the brand's essential qualities -- American, authentic and adventurous and the primal excitement water can evoke. As part of the campaign, 80 people will be sent on journeys to create content on their adventures for Sperry. (Monllos, 2015)
Here are two of the ads
So what do you think? Will these ads capture your attention? Will the Odyssey stories, which will presumably be posted online do it? But most importantly, will you buy Sperry's? (Apparently they have dropped Top-sider).
Monllos, K. (2015, February 19) Sperry Goes Back to Basics With a Campaign for Adventurous Millennials. adweek.com. Retrieved February 19, 2015, from http://www.adweek.com/news/advertising-branding/sperry-goes-back-basics-campaign-adventurous-millennials-162983
Bell, J. (2015, February 19) Sperry Prez Rick Blackshaw Talks New Brand Identity. footwearnews.com. Retrieved February 19, 2015, from http://footwearnews.com/2015/business/media/sperry-new-brand-identity-13806/