Following the unique “exceptionally average” execution (the old guy, making fart noises with his hands) Pacific Brands launched a new campaign for its iconic Dunlop Volleys brand featuring some well positioned little TVC’s and a uniquely “volley” website...
With a tired brand, and a tired product Pacific Brands have used this position to project the vintage Volley brand to a younger audience using a post-modern tact and the “mash up” megatrend that is the youth market of today. Why does it work? Because they understand the reality of the Volley brand and the paradigm in which the market exists – the add doesn’t sell shoes it justifies the brand. Admittedly the walk from TVC to website needs to be a little more integrated but at the same time, the discovery element befits the campaign.
Might dust off my own pair actually!
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