- New EasyTone Advertising Campaign Highlights Reebok’s Toning Footwear and Apparel
- International campaign focuses on real women experiencing the joy of EasyTone
Reebok launches a new integrated marketing campaign for EasyTone and its collection of toning footwear and apparel, featuring the Reetoners. Seven inspirational women who fit fitness into their busy lives even more with EasyTone, the Reetoners appear in TV and print advertising, as well as retail marketing, launching in India this month.
The new marketing campaign for Reebok’s toning collection focuses on the theme of reflections. The creative inspiration for the campaign comes from the private moments when a woman catches sight of herself in an unexpected reflective surface – an elevator door, the side of a building, a window on a bus – and likes what she sees.
Mr. Sajid Shamim, BRAND DIRECTOR, Reebok India, said, "EasyTone has been a tremendous success in India and this year it gets even better. With the launch of EasyTone Apparel we now have the most unique proposition for women that no other brand can claim in India - Toning the whole body with every move simply by slipping into the EasyTone apparel and footwear. The new marketing campaign targets women who are not only fashion or style conscious but fitness conscious too in a very real and fun way. The ad campaign celebrates the little joys that a woman experiences by having a great body and we will aim at getting the same message across through an innovative and powerful 360 degree marketing campaign. The ad showcases real woman from all around the world and from India features Sanghamitra Phukan, an international fashion designer and an EasyTone user since 2010. ”
In addition to introducing the Reetoners, the advertising campaign has also launched the EasyTone Apparel in India. Introduced in Japan in September 2010, and in the U.S. and Canada in November 2010, EasyTone Apparel is Reebok’s first toning apparel and builds on the incredible success of EasyTone footwear. EasyTone Apparel includes stylish tops and bottoms which are designed to help tone key muscles as a part of a healthy fitness lifestyle. EasyTone Apparel and footwear styles featured in the campaign are available in retail outlets across India and on www.shop4reebok.com. The advertising campaign was created by DDB Berlin; Matthäus Bussmann directed the TV spots and Valerie Phillips shot the print imagery.