Puma is looking to inject some personality into its brand by enlisting its employees to share their thoughts in a retail marketing campaign.
The effort, "Puma Employees Only," features photographs of employees and their random thoughts, including their love for chicken nuggets, desire for cupcakes and rants about unnamed ex-girlfriends. One, for the company's Newberry Street store in Boston, features a poster of store employee Adam F., who is "Looking for people to join the Midnight Runners Club. Bring shoes, protection, electrolytes."
The campaign -- which will run in the fall and reappear during the holiday season -- features 14 employees, many of whom will also be called upon to host in-store and off-site events, such as highlighting favorite spots in respective cities to hold scavenger hunts. In addition, six stores -- in Boston, Chicago, Houston, Los Angeles, Miami, New York and San Francisco -- will give shoppers the opportunity to write their own thoughts on a poster board to be displayed in the store, along with their photographs. Every week, the Puma employee featured in the campaign will choose the best entry, and the winner will receive a Puma gift.
Those not in the participating markets will be able to follow the campaign through Puma's Facebook fan page (www.facebook.com/puma), where the employees are profiled and winning fan displays will be featured.
"Puma employees around the world are some of the most colorful and dynamic people. So we thought -- let's show them off, hear what they have to say and while we're at it, let's tell the world about it," said Antonio Bertone, chief marketing officer for Puma, in a statement. "We hope that the campaign encourages people to get involved with Puma and get to know us better."