Project
Title
Reebok EasyTone
Subtitle
Redefining Fitness for Busy Fathers
The challenge section
The challenge
As part of a college marketing project, the challenge was to redefine Reebok's EasyTone line for men, specifically targeting busy fathers aged 35 to 50. The assignment aimed to remove the stigma surrounding men wearing EasyTone while promoting awareness of a 25% discount offer. The challenge involved understanding the time constraints faced by modern fathers due to their career and family commitments and crafting a campaign that resonated with their lifestyle.
Image of Zima Bottles
Solution and process section
Solution
The team crafted three targeted ads focusing on fathers, each featuring the tagline "Exercising Doesn't Have to Be Conventional." Prominently displayed at the bottom of each ad was a 25% discount sale on EasyTone shoes, with a call-to-action directing viewers to the Reebok website. To reinforce authenticity and resonate with the target audience, the phrase "Authentic Dad Guaranteed" was included. This approach aimed to remove stigma, drive engagement, and boost conversions by offering a discount while highlighting Reebok's commitment to modern fathers.
Process
The development of the campaign began with comprehensive market research to understand the lifestyle constraints of busy fathers aged 35 to 50. This involved analyzing their time management challenges and perceptions of fitness products. With insights gained, the team conceptualized a campaign that rebranded Reebok's EasyTone line as a practical fitness solution for modern fathers, focusing on versatility and functionality.
Image of the Project
Project's Image
Details Section
Year
2024
Team
Patricia Martins
Marianne Febra
Valentina Perez
Deliverables
Marketing Strategy
Roll
Graphic Designer
Skills
Adobe Photoshop
Adobe Illustrator
