COMPETITION - PUMA ADVERTS

Over the past few weeks I have been collecting magazine inserts of the New Balance competition to start to understand what they are doing and how they are reaching the lifestyle consumer. This is of particular interest...


PUMA

ADVERT 1

I love this advert. The way the two men are carrying the puma shoe boxes reminds me of two delivery men carrying pizza boxes. They could be delivering the puma shoes to the consumers, highlighting the fast delivery service they provide or it could just be the fact they are likening the puma shoes to their consumers favorite food type - fastfood = fast delivery?

Alternatively the two men could be consumers eagerly collecting the Puma shoes and buying the in bulk. This would send out the message that Puma's are collectable shoes and desirabable!

ADVERT 2

The Text in this adverts reads: "The RS Computer Shoe is a technological break-through even without its computer. It incorporates numerous biochemical innovations including Puma’s unique Multiplex IV Midsole. A new four-part wedge combines lightweight polyurethane with rigid foam stabilizers and an EVA Impact Sector. Collectively reducing the weight of the shoe while achieving durability and shock attenuation far superior to conventional midsole technology. The RS Computer Shoe from Puma. When it comes to running shoe technology, it holds the record."

I think they have used too many words here. It is way to technologically advanced but i do love the slogan at the end 'When it comes to running shoe technology, it holds the record.' Does it though with New Balance and their speciality widths for running shoes?

ADVERT 3

Can Trainers really stay fresh?...Perhaps they are relating to the shoe designs and quality? The thing is the way the advert is shot with the trainer ontop of the shoe box, it isn't an innovative/fresh image and doesnt fit with the tag-line.

Please do not touch...This is a great advert! Crossing out the 'do not' is what a rebellious consumer would do. They have mimicked their consumers' behaviour in order to attract their attention. Also the colour and text work together to give the impression that the Puma trainers are 'Red Hot'.

The After Hours Athlete Advert...

PUMA has launched an integrated advertising campaign, PUMA Social, honoring the After Hours Athlete. Forget calorie counting, fitness training, and hydration levels. PUMA Social is all about the playfulness in after hours sports. From ping-pong, ten pin bowling and football to darts and karaoke, PUMA gives a nod to the athletes whose goal of scoring a phone number precedes the goal of scoring a bull’s eye. “When last call calls, don’t answer. Here’s to the after hours athlete, pumasocial”. (The Inspiration Room.com)

This is a really big campaign for them and is probably the best I have seen in a while. The fact that they came up with a person being an after-hours athlete and thinking of where consumers wear their trainers outside of running is genius! Something that definately places them as a strong competitor in the lifestyle section.

Abbie xxx