Reebok nearly tripled its measured media spending in the U.S. to $75.7 million in 2010, with $38 million devoted to ZigTech and $31 million to EasyTone, Kantar, the advertising research firm., told Adage.com. Kantar said the total figure was well ahead the $27.6 million spent overall in 2009.
In 2008 the brand spent just $8.2 million in 2008.
“In the last 18 to 24 months we've gone from one ad to major communications platforms,” Richard Prenderville, VP-global brand marketing at Reebok, told Adage.com. “We've had a couple of bursts of communication that have really worked well for us.”
The article noted that Reebok so far in 2011 has two new
global campaigns launching this month.
The first EasyTone campaign features the “Reetoners,” a group of seven women fans of their toning shoes from various countries. The women will be featured in TV, print, digital and in-store advertising. The campaign also introduces EasyTone apparel.
The second campaign promotes ZigTech and includes eight TV spots, as well as print, out-of-home, digital and in-store ads. It features athletes from seven sports, including NFL quarterback Peyton Manning, British boxer Amir Khan and Indian cricketers Mahendra Singh Dhoni and Yuvrag Singh
