Birkenstock Launches 2011 Advertising Campaign

March 16, 2011 - PRLog -- Contact: Katie Sarro
katie.sarro@grow-marketing.com
415.440.1265


BIRKENSTOCK USA LAUNCHES 2011 ADVERTISING CAMPAIGN WITH BIGGEST PRESENCE IN BRAND’S HISTORY

Brand Continues to Focus on Legendary Core Values and
Partners with the Sustainable Living Roadshow

NOVATO, CA (March 16, 2011) – Birkenstock USA has announced two initiatives that will continue to build on the brand’s growth over the past several seasons: the launch of its 2011 advertising campaign with its new agency, Stereo, and its title sponsorship of the Sustainable Living Roadshow, both of which will highlight Birkenstock core values of health and wellness, style, social responsibility and community participation.

The ad campaign
Creative elements from the campaign spotlight Birkenstock product as true to character, time-tested and enduring to represent the brand’s iconic, unwavering authenticity and craftsmanship. The campaign focuses on four market segments: health/wellness, après/recovery, active/outdoor and fashion, with copy that states without pretense:

•   “be yourself, be naturally good”
•   “be yourself, be naturally fit”
•   “be yourself, be naturally active”  
•   “be yourself, be naturally beautiful”

“We walk a fine line of telling a wellness story with fashionable elements – a nuance and brand asset we have to balance perhaps more than other footwear brands,” says Shelly Glasgow, Director of Product Development and Merchandising. “As Birkenstock pursues additional outdoor and specialty running accounts, we’re excited to be advertising with key outdoor, active and men’s publications.”

Birkenstock’s 2011 campaign will be featured in more publications than at anytime in its history, including: Men’s Journal, Outside, Outside Buyer’s Guide, Backpacker, Runner’s World, Fitness, Yoga Journal, More, Better Homes & Gardens, Parents, Southern Living, People Style Watch and more. Partnering with these titles, Birkenstock will bring to life its natural authenticity through over a dozen sponsorships of events including Oustide’s Weekend in Aspen, Ladies Home Journal’s City of Hope Walk for Hope and More’s Reinvention Convention.

The Sustainable Living Roadshow
Birkenstock is also proud to be joining forces with the Sustainable Living Roadshow to

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Birkenstock USA Announces 2011 Advertising Campaign
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partner in spreading the message of being kind to our planet. “Providing resources to support this important organization and its message link directly to Birkenstock’s core values of social responsibility and community involvement,” explains Jay McGregor, Vice President of Sales and Marketing.

The nationwide Tour will arrive at college campuses, conferences and concerts on the east and west coast, producing sustainably themed off-the-grid eco-villages and festivals with interactive learning attractions.

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About Birkenstock:
Birkenstock offers sandals, clogs, shoes and arch supports all based on their original contoured cork latex footbed.  Classic silhouettes in warm and comfortable colors are available in women’s, men’s and children’s styles. Birkenstock products are made in Germany, since 1774, and reflect their key values of health and wellness, quality craftsmanship and environmental sensibility. To locate a retailer or find out more visit www.birkenstockusa.com.

About Stereo:
Stereo unites companies and consumers by amplifying brands. Their experience spans across consumer and business spaces delivering highly effective branding, mobile, digital, print and strategic thinking. By embracing a healthy disregard for creative rules they amplify brands effectively across current and emerging platforms to increase social currency. To find out more visit www.stereocreative.com

About Sustainable Living Roadshow:
Sustainable Living Roadshow (SLR) is a caravan of educators and entertainers who tour the country in a fleet of renewable fuel vehicles setting up off-the-grid eco-carnivals with interactive learning villages designed to empower communities to utilize sustainable living strategies for a healthier planet. SLR’s live college, school and concert events focus on educating, inspiring and empowering people with tools to solve global issues through local solutions. To find out more visit www.sustainablelivingroadshow.org

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About Birkenstock:
Birkenstock offers sandals, clogs, shoes and arch supports all based on their original contoured cork latex footbed. Classic silhouettes in warm and comfortable colors are available in women’s, men’s and children’s styles. Birkenstock products are made in Germany, since 1774, and reflect their key values of health and wellness, quality craftsmanship and environmental sensibility. To locate a retailer or find out more visit www.birkenstockusa.com.