Reebok: From relegation zone to championship contention - IPA Effectiveness Awards Case Study 1996

Brief Description: In the early 90's the brand was losing popularity, seen as a fashion accessory rather than having any sporting credibility. In 1993 celebrity endorsement did not succeed. 'Dream Team' campaign, TV and some specialist press. Heavy launch in 1994, repeated in autumn 1995 on a smaller scale. Awareness and image improved, with an immediate effect on share and sales, with sales more than doubling in 1994. Bronze prize winner ;---(TAGS)--- Full Title: Using advertising to improve Reebok's performance in the football market - or from relegation zone to championship contention ; Number: 1996/101 ; Brand Name: Reebok ; Client: Reebok ; IPA_ProductCoding: Clothing & Accessories (Sportswear/swimwear) ; Footwear (Footwear - sports) ; Agency: Lowe Howard-Spink ; Author: Jon Howard ;