New Balance To Triple Ad Spend
The Boston Globe, Monday, March 24, 2008 10:30 AM
Sneaker maker New Balance is readying a new ad effort themed "LOVE/hate. this is the new balance" as part of a plan to nearly double its shoe and apparel sales by tripling marketing spend. One spot set for the NCAA basketball tournament shows a man walking by a house party. He is tempted to join in, but skips it so he can stick to his training. "What has running given you?" asks the voiceover. The answer: "An extra half step in overtime."
Read the whole story at The Boston Globe »
A key point of the campaign, created by BBDO New York, is to stress New Balance's dedication to reducing the hate -- and increasing the love -- of running. It launches as New Balance sets a goal of $3 billion in global sales by 2012; nearly double last year's mark. With print and online elements, the campaign is trying to broaden the New Balance appeal beyond a group of core customers and aims at consumers between 18 and 29.
The company won't talk budgets but TNS Media Intelligence calculates its 2007 U.S. media spending at just under $20 million.
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