host posted on January 28, 2010 08:43
Earth® Footwear Launches New Advertising Campaign
Longtime health and wellness footwear manufacturer ‘gets personal’ with message
Waltham, MA, January 2010 -Earth® Footwear, long known for designing wellness-oriented shoes with a slight body-toning 3.7° incline, announces the launch of a new advertising campaign that seeks to re-assert its position in the ever-growing category of ‘strengthening and toning’ footwear. The campaign is an offshoot of Earth’s positioning, “Healthier You. Healthier World.”
Running in national print publications from now until April 2010, the split spread execution has been designed to encourage trial of Earth’s new Exer-Walk, a lightweight, active casual style that features Earth’s 3.7° incline and has been clinically-proven to burn 4x more fat vs. ordinary shoes.
The creative encourages the reader to ‘experience ExerWalk’ and ‘burn more calories with every step’, while also incorporating real testimonials from women around the country who’ve benefited from the Exer-Walk’s design. Several women recount their experiences while wearing the Earth® Exer-Walk™ for 30 days from November – December 2009. The testimonials are highly personal, conveying the essence that ‘feeling is believing’, as ultimately encapsulated by the call-to-action, “These Women Changed Their Bodies in 30 Days. How about You?”
Dave Aznavorian, Vice President, Marketing, Earth® Footwear, comments, “The market’s being bombarded with somewhat elusive messaging around strengthening and toning footwear, and we felt it was important to share that the experience of wearing our footwear is very personal and individualistic. We’ve been designing wellness-oriented products for a long time, and we wanted to share the voices of a few actual wearers who have worn our footwear to help in creating meaningful and measurable changes in their bodies and lives.”
The Earth® Exer-Walk™ is available nationwide at $69 (Women’s MSRP) and $79 (Men’s MSRP).
####
About Earth® Footwear. *Earth® Footwear is a brand of Earth, Inc. and is based in Waltham, Massachusetts. For more information, or for complete clinical study results that attest to Earth Footwear’s health and wellness benefits, please visit earthfootwear.com, or contact Emily Sennesh at Tracy Paul & Company, Inc. at (212) 741-5459 or esennesh@tracypaul.com.