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Authenticity, heritage focus of $50 million global ad push
REEBOK INTERNATIONAL is kicking off a $40 million to $50 million global campaign that for the first time in its 108-year history centers on its vector logo.
Like McDonald's Corp.'s golden arches and the swoosh logo from archrival Nike, Reebok is hoping to create an iconic connection to its brand mark. The tagline for the 18-month effort will be "Wear the Vector. Outperform." The campaign was created by Arnell Group, New York, and produced by director Ridley Scott's production company, RSA USA. Media buying is handled by Omnicom Group's PHD in the U.S. and WPP Group's Mediaedge:cia outside the country.
The effort began Aug. 23 on national cable networks and breaks today on network TV.
"The importance of the campaign is to clarify the name of the vector," said Arnell CEO Peter Arnell, "and to allow the consumer to have an insight...