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CASE STUDY
Objectives:
- Promote Dr. Scholl’s leadership in foot comfort and foot care solutions and expand the brand’s consumer reach to broader demographics with a carefully conceived licensed products program.
Results:
- Over a $1 billion in sales of foot care appliances, hosiery and comfort footwear which included 75 million pairs of shoes, in the initial decade.
- Established Dr. Scholl’s as the only brand of footwear successfully sold at prestige retailers including Saks Fifth Avenue and national chains including Wal-Mart.
- Integration of Dr. Scholl’s technology including BackGuard TM and DynastepTM aligned the footwear with the core product and delivered superior functionality.
- Print advertising, strategic PR campaigns and extensive in-store programs delivered celebrity buzz marketing, dedicated retail sections and hi-impact media support.
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