Keds is launching a new national campaign aimed toward millenials called "How Do You Do?" Keds intends on repositiong the brand as an iconic brand to 20 somethings. They intend on doing this through a pimped out campaign that involves a cross-country tour of college campuses in a 32-foot shoebox on wheels.
Check out promo video for campaign:
The campaign involves a massive amount of elaborative ideas, local artists and designers, creativity and most of all, lots of shoes and spending money. According to the article, Keds only spent $450,000 from January to September 2009 on advertising. During the same period the following year, they spent $1.68 million.
Since the campaign incorporates SO MUCH, read the link above for more info. What do you think - campaign overload or simply an elaborate and unique campaign for a shoes company that has been around since 1916.
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