TITLE

Keds tries on comfort positioning

AUTHOR(S)
Cardona, Mercedes M.
PUB. DATE
February 2000
SOURCE
Advertising Age;2/28/2000, Vol. 71 Issue 9, p38
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the new brand positioning and advertising campaign to be launched by Keds Corp. in the U.S. in spring 2000. The shoe maker, a division of Stride Rite Corp. will break a spring campaign in April magazines to promote its new focus on casual footwear. Keds will expand the brand into casual footwear built for comfort in variables styles and colors. The new line will be introduced at a March 7 press event in New York. The demographic target is still women 25 to 54 years old. The advertisements feature women in a variety of settings, with the tagline "Keds every wear" to play on the all-occasion positioning. The campaign is the first effort for the brand from Toth Design & Advertising.
ACCESSION #
2841523

 

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