February 23rd, 2011
A Campaign to Introduce Keds to a New Generation
New York Times
Drivers who see a 32-foot shoebox rolling down the highway over the next few weeks should not be alarmed. The large white box is part of a new national marketing campaign for the sneaker company Keds.
The campaign, called “How Do You Do?,” is intended to reach millennials, who are generally in their 20s, by taking the shoebox on wheels on a cross-country tour of college campuses. The campaign is also part of an effort to reposition the Keds brand, which has existed since 1916, said Kristin Kohler Burrows, president of Keds Group, which is part of Collective Brands.
“As people go through identity crises, so do the brands,” Ms. Kohler said, adding that one of the goals of the campaign was to “awaken people to the fact that it is an iconic brand.”