REEBOK LAUNCHING TV AD ON WORLD WIDE WEB SITE
NEW YORK — Reebok International has taken its new “This is My Planet” television campaign into another orbit.
On Wednesday, the Stoughton, Mass.-based athletic footwear and apparel maker put some of the commercials on the World Wide Web at http://planetreebok.com, to be seen by anyone who’s capable of downloading. The move onto the Web is part of a repositioning strategy for the brand, particularly in “establishing a dialog with younger people,” according to Dave Ropes, senior vice president of integrated marketing for Reebok.
One of the 30-second spots initially aired on national TV on Christmas. The coordinating print campaign broke in consumer magazines this month. Designed by Leo Burnett, the $75 million print and TV campaign will run in the U.S. for at least 18 months, Ropes said.
Each ad features an athlete discussing his or her motivation, dedication and training. Basketball stars Rebecca Lobo and Shaquille O’Neal, tennis stars Venus Williams and Michael Chang and football standout Emmett Smith are among the athletes featured in the ads that will be broadcast during the next six months. Several ads close with the tag line, “This is My Planet.”
Reebok has maintained a World Wide Web site for 18 months. Visitors generally inquire about fitness tips, corporate affairs and products, Ropes said. The company generally receives 100 messages each week.
In the commercial featuring Dallas Cowboy Emmett Smith, Reebok takes a swipe at its chief competitor, Nike. During the ad, Smith boasts about his home team and his favorite brand, adding, “It doesn’t matter whose brand is on the front gate,” — an apparent reference to Nike’s business agreement with Jerry Jones, owner of the Dallas Cowboys, calling for a strong brand presence within the team’s stadium.
Reebok will unveil another TV ad campaign this month for its Mobius collection of coordinating footwear and apparel, which will be available at retail for only six weeks beginning in early February. Aimed at girls and boys between the ages of 12 and 17, the 15-second ads will air on MTV and Channel One later this month. The short-term availability of the collection is to build demand and exclusivity.