Marketing In The News
Puma Launches New Campaign in Over a Decade
When searching for articles this new Puma marketing campaign caught my attention because I enjoy clothing and shoes. It also had a great title hook that left me asking questions like why did it take them 10 years to launch another global campaign? and wanting more answers. This led me to click the link and read the article!
Puma has launched its first global brand campaign in a decade, called ‘Forever. Faster. See The Game Like We Do,’ aimed at positioning itself as the fastest brand in the world for high-performance athletes. This is their largest marketing investment to date. The campaign will run across TV platforms, social media, outdoor, PR, and point of sale worldwide. The creative ad features elite athletes such as: footballers, sprinter Shericka Jackson, and basketball player Breanna Stewart. Puma restructured their marketing function and established a new strategy to elevate its brand. The company has lagged behind its direct sportswear rivals in recent years, with a YouGov Brand Index score of 14.7 compared to Reebok with 17.4 and New Balance 20.1. Puma has sent one unified message across all categories of its sports and lifestyle marketing brands. This effort allows them to capitalize faster on culturally and socially relevant sporting events. The increase in marketing ventures comes as sports brands get revved up for the year with the Olympics, the men’s UEFA European Football Championship, Copa América, and many others.
Puma’s value proposition is to be the fastest in the world. They center around offering high-performance athletic and lifestyle products designed to enhance the performance and style of athletes and individuals alike.
The new shift in their marketing campaign touches on multiple strategies with celebrity endorsement, emotion, and music. According to the Vice-president for brand and marketing at Puma, Richard Teyssier, “The holistic brand message is emotional and distinctive to make sure it connects and resonates with our target customers”. The minute and twenty seven second advertisement shows inclusivity, diversity, and leaves you feeling empowered and uplifted. Puma has shifted their message for the first time to be powerful and inclusive to all types of sports, which translates well to their target customers since they come from all around the world.
Something Puma has tried to overcome is their lag behind their competitors (Reebok, New balance). Since changing the structure and message of their marketing and lifestyle brands they have been able to have an advantage over their competitors at major sporting events. The campaign conveys the brand's specific connection with speed and invites everyone from professional to everyday athletes alike to see the “game” like PUMA does.
Overall, I think they did a good job on the campaign. If I had to critique this ad campaign as a brand manager I would encourage them to display a wider range of sports in their video advertisement. It only included soccer, track, and basketball. Meanwhile there are many other sports they can/do cater to especially if their focus is on social and cultural diversity. From this assignment I learned that there are so many factors that go into just one ad campaign and just how much one can change your brand image. Everyday companies are working to creatively to push their products in new innovative ways
Creator: Ann Unger 23AW_PR_SP_Fenty-Creeper_One_Foot_Ri_01103_RGB.jpg https://about.puma.com/en/newsroom/news/rihannas-creeper-back
https://www.marketingweek.com/puma-global-brand-campaign-decade/
Great work
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