By Published on .

Schering-Plough Corp.'s Healthcare Products division is restaging the 90-year-old Dr. Scholl's footcare line with its first brand-image advertising in 20 years.

Part of an estimated $24 million campaign tagged, "Do right by your feet," from Messner Vetere Berger McNamee Schmetterer/Euro RSCG, New York, new ads break this week featuring a roving van crew that interviews real people in feet "torture tests" sites.

The bulk of the TV campaign will run March through November; print ads will appear in wom-en's magazines by midyear.

The campaign, up about 50% from recent years, is a shift from a longtime focus on product alone and women over 35 years old. The new spots are meant to appeal to women age 18 and over.


Some ads also will continue to deal with products, including one set in South Beach that shows off a new Pedicure Essentials line, now hitting stores.

The line moves Dr. Scholl's into loofah sponges, brushes, body gels and creams for the feet.

"We're trying to expand the Dr. Scholl's brand name with a whole new attitude," said Clover Bergmann, VP-footcare marketing. "We want to make it more contemporary, particularly to the baby boomer."

New packaging for the whole brand is planned.

Commercials came out of the filming of a 22-city promotional tour last year, with the van camping out in malls and other high volume places to give out new products, such as the DynaStep insole gel cushions.

"Messner was a real champion of the idea of bringing the product to the consumer," said Ms. Bergmann.

Some of the commercials tested last year in Milwaukee and Charlotte, N.C., with radio support but radio was dropped.

Most Popular
In this article: