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McCann Manchester

Core disciplines: Advertising/Creative, Digital, Integrated marketing

One of the Top 30 most viewed agencies for 2017

 

CREATING AND LAUNCHING A £10M BRAND IN TWO YEARS

 

CHALLENGE

Scholl was synonymous with remedial foot care and older generations. Big growth potential lay in trying to appeal to a twenty-something audience, the next generation of Scholl users who were more beauty and lifestyle driven and didn’t want their feet to get in the way of a great time, however had a ‘not meant for me’ mentality towards the brand, who shouldn’t be buying foot remedies at the age of twenty-something.  

SOLUTION

After research, it was clear that any attempt to revitalise the core brand to appeal to a younger consumer would run the risk of alienating Scholl’s existing core audience. But we still needed a solution that encapsulated the lifestyles and aspirations of a younger audience. 

The solution was ‘Party Feet – From Scholl’; Party Feet acting as the reason to buy, and Scholl as the reason to believe in the product’s performance. We created a brand architecture and messaging hierarchy that gave Party Feet the freedom to flourish and develop a language of its own, while still harnessing the core Scholl values of scientific proof and performance. This was delivered through a totally integrated campaign spanning TV, activation, PR and digital.

RESULTS

Within just a couple of years, Scholl’s Party Feet made £10million in UK sales and had a proven halo effect on other Scholl categories, in particular the insole category that represented the core focus of Party Feet. Brand health measures also showed a significant uplift, with vitality scores growing to double digits.

 

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