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Dr air wair8/13/2023 Herbert Funk, an engineer, to design shoes to relieve the sore feet of Munich women in the wake of World War II. Klaus Maertens, a German M.D., teamed up with Dr. Martens also tied into the World Cup soccer tournament in 1998 with a series of boots featuring national flags countries competing in the event. Martens sought to use its brand recognition as a means of leveraging publicity for up-and-coming bands while at the same time benefiting itself by adding a further compulsion to the consumer's purchase decision. The move tied into the brand's historical connection to alternative musical trends, from the days of the British invasion in the 1960s to the eruption of punk in the 1970s to the breaking of new wave in the 1980s to the grunge movement of the 1990s. Martens record label to continue this marketing strategy by promoting shoe sales through CD giveaways. ![]() Martens extended its brand name by producing and distributing alternative music compilations that complemented its brash image. campaign also extended into an international campaign.Ĭoncurrent with this campaign, Dr. ![]() Television advertising developed by the British agency Harrison Carloss followed up on the print campaign, which continued into 1998. Martens brand through unconventional images and messages maintained consistency with the company's reputation for nontraditional marketing strategies. Pyro responded with a series of four print ads-none of which contained a product shot-that appeared in consumer magazines and as in-store posters. The boots already had an antiestablishment and youth-culture image Pyro was asked to create a branding campaign that would continue to define that image. Martens was a brand of work boots and shoes known for their industrial outer appearance. ![]() Martens advertising account to the Dallas-based agency Pyro.
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