Objective Before 1987 1987 1988
Communication Objectives Make Reebok as visible as possible
- Invest on all kinds of promotional
tools, such as AD, PR, SP, and
sponsorship
Increase brand awareness
- great attention on advertising
Shape strong brand image
- Paid star athletes to wear Reebok
- Provide potential star free shoes and
clothing
Create positive brand association
- Funded research on injury prevention
- Put Reebok shoes on the feet of TV
aerobics instructors (instructors choice
is more trustworthy)
Create professional image
- Reebok is worn by athletes and instructors
Create consumer positive brand attitude toward Reebok
- continuous sponsorship
Keep Reebok brand exciting
- Five TV ads each sold a different sports
shoe
Reinforce its brand position in consumers' minds
- Four themes: performance, new
technology, "classic" styling, and
fashion
Reinforce Message Delivery
- used "real people" instead of star
athletes (as research showed: purchases
decision were more influenced by
friends/ relative than star athletes)
Reposition itself into more fashionable image
- 70% of tennis category expenditure
was allocated to lifestyle/fashion-
oriented ads
Rekindle the vitality of Reebok name - umbrella advertising: freedom of
expression
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