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Dr. Scholl's
Dr. Scholl's: A Brand on the Move

RAN IN: United States

CLIENT
Bayer Healthcare

Reese Fitzpatrick, VP, Marketing Foot Care
Jason Lavin, Marketing Director
Timothy Foy, Sr. Brand Manager
John Curran, Manager, Consumer Insights

AGENCY
Energy BBDO *Lead Agency

Katie Clow, EVP, Client Service Director
Justin Frosolone, SVP, Creative Director
Noelle Baer, Brand Strategy Director
Jeremy Kanefsky, Account Director


MediaCom

Bill Bayer, Str. Partner, Group Account Director


iCrossing

Al DeDona, Senior Account Director


Match MG


SUMMARY

Dr. Scholl’s business had challenges. In an age of proactive health and wellness, the brand was perceived to be “for older people with foot problems.” To stem declines, we focused on the role that feet play in active, healthy lives and completely reinvented the Dr. Scholl’s experience so that it was in step with a younger, busier consumer audience. It worked: we not only stopped the declines, the brand grew for the first time since 2013.

CASE STUDY

New-pdf-icon

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: INTERACTIVE/ONLINE;Brand Website/Microsite;PACKAGING;RETAIL EXPERIENCE;In-store Merchandizing;POP;SOCIAL MEDIA;SPONSORSHIP;TV;Spots (TV);EVENTS

Audience: New Audience

Objectives: Brand relaunch, reposition

Type: Business to Consumer

Classification: National

Language: English