Asics Launches New Campaign: 'Sound Mind, Sound Body'
Brandweek, Tuesday, February 23, 2010 10:42 AM
Can I see a show of hands, please: How may of you knew that Asics is an acronym for the Latin phrase "Anima sana in corpore sano." And now for the Around the Net in Brand Marketing extra credit question: Can you translate that? Right! "A sound mind in a sound body."
Read the whole story at Brandweek »
Eleftheria Parpis reports that a new global campaign from the running shoe marketer will feature the "Sound mind, sound body" tagline in TV, print and online advertising. The "pervading" theme of the campaign is "the cleansing power of sport," writes Parpis, such as in a 30-second spot that shows a runner sprinting through walls of water as words such as "fear," "stress" and "doubt" fall away from his body.
"It's about shedding all those [negative] things on a daily basis when you get that moment to get out and exercise," says Gary Slayton, vp, marketing communications at Asics America. "It's all about perspective, and readjusting their outlook on their personal lifestyle."
Recent Around the Net In Brand Marketing Articles
-
Macy's New Campaign May 21, 8:05 a.m.
Macy’s is rolling out Americana in a new marketing campaign throughout 850 stores that encircles Independence ... -
Barbie Is Househunting May 21, 8:05 a.m.
Toymaker Mattel has hired a team of interior designers to create three “dream houses” — in ... -
Forget Flicks, U.S. Will Export Machinery May 21, 8:05 a.m.
Crappy movies will not be the main U.S. export in coming years. The good news for ... -
Darden Testing New Bar Concept May 21, 8:05 a.m.
Darden Restaurants Inc. is testing a new bar concept called Atrium that serves a dual-branded Olive ... -
Sure, C-Store Stops This Summer May 21, 8:05 a.m.
For summer travelers, convenience store stops will be part of the trip. According to this month's ... -
Driverless Cars; Yeah, We'll Get One Of Those May 21, 8:05 a.m.
Google's driverless car project may turn out to be a gold mine if sentiment research has ... -
Domino's Brazil: DVD Boxes That Smell Like Pizza May 20, 8:05 a.m.
Domino’s Brazil is launching a “smellvertising” campaign. A YouTube video explains how a special thermal ink on ... -
YouTube Lets You Shop Products On Videos May 20, 8:05 a.m.
Google is releasing a new "channel gadget" that will aim to shorten the path to purchase and translate ... -
Cracker Jack Ties With Ashley Tisdale May 20, 8:05 a.m.
New Cracker Jack’D in town isn't your grandfather’s caramel-covered popcorn snacking food. The rebranded and remodeled ... -
More States Consider Raising Tobacco-Use Age May 20, 8:05 a.m.
In April, several members of the New York City Council introduced legislation that would raise the ...
Be the first to comment on "Asics Launches New Campaign: 'Sound Mind, Sound Body' "
Leave a Comment