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Reebok Toning Controversy

YouTube video

Advertising Reebok Reetone LineShoes: $99.99 Clothing: ~$80 Flip-Flops: $59.99

NOW: $49.99 $34.99-69.99 $29.99

“Injuries from the use of toning shoes include broken bones, broken or sprained ankles, broken hips from falls and pain or tightness in the heel, calf or Achilles’ tendon. Often times, toning shoe wearers go for weeks or months with muscle or bone pain unaware that the source of their problems is the toning shoe” (Reebok EasyTone Toning Shoes).

Goals

Flexible, durable, cute, comfortable, vibrant, innovative, fresh!

“Motivate me to exercise more” –Kate“Feel amazing for everyday use!! Have them in three colors!” -Sara

To “ReeNew” the Reebok reputation, with a new and improved toning shoe.

Pathos and Ethos-*tell a story to the public: “ReeNew Your

Body”*endorsements, hire experts to testify

product(Jessica Biel, Katy Perry & Beyoncé)

Objectives:1. To create “ReeNew”

with improvedtechnology.

Objectives:2. Targeted audience will focus on women, preferably young adults. Ranging from the ages of 16 – 45.

Objectives:3. Research Reebok’s media inquiries. Being fit is one of the desired interests for consumers.--Coordinating directly with the people responsible for producing the news and features in the mass media. The goal is to maximize positive coverage in the mass media without paying for it directly through advertising.

Category 1

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Series 2Series 1

Example

Objectives:4. Advertise multiple ways to address ReeNew and reach out to consumers.

Objectives:5. “Getting Fit for Summer!” We will begin advertising the new ReeNew shoe line in the Spring 2012. *Attractive nice, cool colors for shoes & advertisements.*Sleek, light-weight and appealing shoe.

Programming

Strategy: *To extend media outreach for broader

impact.*Leverage third-party partnerships to add

credibility.

Tactics: *Address the complications of the previous

EasyTone shoe.*Contact and provide press releases for

magazinesthat will attract our targeted audience

for “ReeNew.”*Contact large retail stores for advertising

andnew merchandise.

*Publish the news through social media and networking.

Budget & Timeline:*Begin advertising and promoting 1st of the

year. *Release by mid-April 2012*Budget for advertising: $25 million*Approximate price of shoe: $74.99 (compared to

$99.99)

Evaluation

Plan evaluation research by objectives:1) Campaign tracking survey2) Content analysis

*County media exposure*Compute ad value equivalency*Conduct surveys to new consumers who bought the

ReeNew shoe

Resourceshttp://www.reebok.com/US/search?t=easytone

http://www.google.com/images

http://articles.latimes.com/2011/sep/29/business/la-fi-ftc-reebok-20110929

http://www.businesspundit.com/reebok-easytone-shoes-promise-to-tone-your-butt-fad-alert/