Puma, the German footwear company with U.S. headquarters in Brockton, Mass., which has the fourth largest sporting brand in the world, has begun its first TV campaign in a decade in the U. S., where it is a relatively minor player. The campaign aims to increase Puma's 68% brand awareness among U.S. consumers and boost its 1% market share, which is in part a function of its poor distribution. The campaign, created by Gyro Worldwide, Philadelphia, includes 15-second and 30-second spots aimed at teens and Gen Xers that will air on MTV. The spots support Puma's foamless Cell cushioning technology. Creative has shots of the Cell cushioning "coming to life, as if in a petri dish," interspersed with a "sci-fi chase scene with `Bionic Man' type images," according to the press release.
Copyright December 1996, Crain Communications Inc.