Safevertising for Adidas Originals
Sandra Winn — December 5, 2008 — Marketing
References: nosadbigsmile & adrants
The Adidas Originals Safety Collection ad features a handsome young man named Akira, who owns the “No Sad, No Smile Break-up Service."
Akira rides through the streets of Toyko on his trusty moped, dressed in Adidas Originals Safety clothing, and ends relationships for those who are too chicken to do it on their own.
Adidas Originals Safety Collection doesn’t just use the “No Sad, No Smile, Break-up Service” in its video though. Once you go to the website, there is an interactive cell phone with break-up messages that you can actually send out.
Why Adidas labeled their new brand with the word ‘safety’ is beyond me. After all, it isn’t like their clothing line protects you any more than other clothing would.
Akira rides through the streets of Toyko on his trusty moped, dressed in Adidas Originals Safety clothing, and ends relationships for those who are too chicken to do it on their own.
Adidas Originals Safety Collection doesn’t just use the “No Sad, No Smile, Break-up Service” in its video though. Once you go to the website, there is an interactive cell phone with break-up messages that you can actually send out.
Why Adidas labeled their new brand with the word ‘safety’ is beyond me. After all, it isn’t like their clothing line protects you any more than other clothing would.
Trend Themes
1. Safevertising Marketing - Adidas Originals Safety Collection creates a safevertising campaign with a break-up service to promote their clothing line.
2. Interactive Consumer Experience - The interactive cell phone feature on the Adidas Originals Safety Collection website creates a unique and engaging experience for consumers.
3. Service-based Brand Promotion - Using a service-based promotion like the 'No Sad, No Smile Break-up Service' helps Adidas Originals Safety Collection to stand out from competitors.
Industry Implications
1. Fashion - Adidas Originals Safety Collection uses a unique marketing strategy to promote their clothing line.
2. Online Retail - The interactive cell phone feature on the Adidas Originals Safety Collection website may also attract online retail customers.
3. Social Media Marketing - The break-up message feature in the Adidas Originals Safety Collection campaign can be easily shared on social media, increasing its potential reach.
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