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
(Bell,
2015)
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/
