×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Puma resumes ads

Published on .

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.

In this article:
Most Popular