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Reebok ‘Ree’freshes its marketing activities

12-May-2010
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Reebok ‘Ree’freshes its marketing activities

Reebok is getting summer-ready with a fresh marketing concept called ‘Ree’ to reach out to its customers. The sports gear giant now plans to launch a range of clothing by Bipasha Basu and Shiamak Davar.

Elaborating on this new concept, Sajid Shamim, Director of Sales & Marketing, Reebok India, said, “‘Ree’ is a new fresh way for us to communicate who we are and what we stand for as a brand. With ‘Ree’, Reebok is asking consumers to ‘reethink’ their perceptions of sport and remember why they play, sweat and cheer – because it’s fun. 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. 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 and that is what we hope will come through in the ‘Ree’ philosophy.”

Reebok India will be revealing their innovative footwear technology designs like ZigTech and Easy Tone in the coming months. A new TVC has been readied for the same. So, do we see brand ambassador Bipasha Basu in it again?

Shamim replied, “The TVC is ready and will go on air soon. It has been made by our global agency DDB Berlin. Since it’s a global commercial, it doesn’t feature Bipasha Basu. In fact, it doesn’t feature celebrities as we wanted to make sure the TV portrayed very self confident, stylish normal 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. The ‘Reetone’ Easy Tone ad is a joyous, fun celebration of women that shows that whether they are in the gym or wherever they go, they are getting great legs and a great butt with every step.”

Meanwhile, Bipasha has designed an exclusive collection for Reebok, a first time for her. However, Shiamak Davar has had his name associated with the brand earlier.

“Bipasha’s collection is all about style and sport fusion. She has been personally involved in the designs and they all stem from the philosophy of the being fit and fabulous. She is a pioneer in the philosophy of love yourself and that shows in the detailing done in the garments that are part of her collection. The collection essentially comprises stylish workout wear. The apparel styled by Shiamak Davar is inspired from the silhouettes and stories of dance. The apparel is graceful with sporty fabrics weaved in and can look great on the dance floor as well as when worn casually,” Shamim added.

Meanwhile, Reebok also plans to design the uniform for Force India, the Formula One team owned by liquor baron Vijay Mallya. Shamim said, “The Tricolor will be a part of the designs, but there will be lot of freshness in the elements, textures and overall appeal of the garments.”

With cricket being part of an Indian’s life, inevitably so, Reebok has launched a new TVC during the on-going ICC Twenty20 World Cup. “The launch of the Reebok Deodorants has been supported by a TVC starring MS Dhoni. Based on the theme of ‘Reewind’ and ‘Reefresh’, the TVC resonates with the brand’s essence of bringing the joy back to sports. As part of the launch strategy, we wanted to own the plank of freshness. The idea was that with Reebok deodorants, you become fresh all over again. The moment you spray the sports deo, you go back in time and become recharged and refreshed. The TVC concept has been developed by McCann Erickson and the film will soon be seen on the most exciting property of Spring Summer 2010 – the ICC World T20 tournament where Reebok is an official partner. Given that cricket is the flavour of the season, Reebok has also launched an ICC special deodorant priced at Rs 165. Apart from this, the product will be promoted in selected Reebok stores and modern trade outlets,” Shamim added.

McCann Ericson is quite upbeat about the newness in designs and the marketing activities planned for the rest of the year. Debashish Paul, Senior Vice-President and General Manager, McCann Ericson, “Going forward, Reebok will be focusing on the love and joy of the sport, rather than only emphasising on the individual performance platform. Not just success focused. The idea here is to ‘bring joy back into sports’ and this would be reflected even in the products that they design. The spirit of ‘Reejoy’ to everything.”

Commenting on the Dhoni commercial for Reebok deos, Paul said, “Reebok ventures into the personal care business with Reebok deodorants. It is launching deos for men and women. There will be five fragrances for men and three for women. The commercial is being aired during the ICC T20 matches. The idea of the TVC stems from freshness. We use the device of ‘rewind’, demonstrating the concept that the deodorant makes you feel as fresh as you felt before the run.”

‘Fit to Flex with Ribbons’ by Reebok is another creative concept for women, the marketing launch of which is in the pipeline. Paul explained, “‘Fit to Flex with Ribbons’ is again a new way of staying fit. It uses specialised flexi ribbons that are used to perform various fitness regimes in the confines of your home. It’s too early to talk about the launch plan as it is still at a preliminary stage.”

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