Background
9 out of 10 Swedes think shoes are important, but most people are bad at taking care of them or have too little knowledge of how to keep their shoes clean. Especially their sneakers. This is why the brand Shoe Shame from Brunngård was born – with products specially designed to keep your sneakers as new.
Brunngård’s new brand Shoe Shame with products that are specially developed to hold sneakers as new ones would be launched.
Challenge
How can we reach Shoe Shame’s young target group in a cost-effective way with a communication that feels modern, relevant and credible?
Solution
Shoe Shame was launched in the spring of 2018 along with selected influencers, movies, website, advertising and ongoing social media content. The movies are based on the feeling of how a beautiful summer day quickly can turn into a disaster – when the dirty rainbow ruins your sneakers. The concept also includes store display to drive sales in Brunngårds large retailer network.
