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New TVC for Reebok's EasyTone Shoe launches

20
May '10
Reebok is all set to launch the New Easy Tone TV Commercial created under the brand's new “Ree” marketing platform. “Ree” is a fresh voice for the brand that remains true to the Reebok DNA and puts the brand in the centre of the conversation and the creative. To kick off the “Ree” campaign, the brand has created TV spots highlighting the key product, Reebok EasyTone. The TV spots were created by DDB Berlin. The Reebok EasyTone campaign also includes print, out-of-home, digital and in-store executions.

The “ReeTone” Easy Tone ad is a joyous, fun celebration of women that shows whether they are in the gym or wherever they go, they are getting great legs and a great butt with every step.

Commenting on the occasion, Sajid Shamim, Director Sales and Marketing, Reebok India Company said, “Seeing the overwhelming performance of Reebok Easy Tone last year, we thought of enhancing the product line for all Easy Tone enthusiasts. And, this year we bring in the new variants of Easy Tone which are high on style quotient apart from providing the benefit of toning the lower body.”

“Reebok has always been contemporary and with the launch of The 'ReeTone' ad we want to affirm our motive & help women stay fit & celebrate the fun filled womanhood. The new TVC is quite entertaining and shows various dimensions of women with emphasis on their toned legs and butts with the use of Reebok Easy Tone shoe”

“We wanted to make sure the TVC portrayed very self confident, stylish women and that we told this story in a fun and entertaining way from the moods, rhythm, and movement of the women to the music,” said Rich Prenderville, Reebok's Head of Global Marketing. “And although we focus on great legs and butts, we also made sure the distinct personalities and playfulness of women in everyday situations did not get lost. The whole concept of the EasyTone product lives up to the “Ree” philosophy of making sport and fitness fun because you can tone while you live your life and that's what the advertising brings to life.”

“In many ways, the essence of “Ree” is not new for Reebok. The idea that sports should be fun has always been part of who we are as a brand.” said Rich Prenderville. "Ree is a new, fresh way for us to communicate who we are and what we stand for as a brand.”

“Our attitude of joy in sports and fitness inspires everything we do from the products we create, to our marketing, to the athletes who endorse our brand” said Prenderville. “We give consumers what they need to rediscover their love of sports. We want our consumers to be inspired and to remember that in the end it's about the journey – about enjoying what you do.”

With “Ree,” Reebok is asking consumers to “reethink” their perceptions of sport, and remember why they play, sweat and cheer – because it's fun. EasyTone is the first campaign of the year to embrace this philosophy and reach out to consumers. The campaign is a fun, bold and provocative approach to sport that challenges the “winning is everything” mentality and aims to bring back the fun and joy.


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