Dear Reebok,
Like many, I have seen your new campaign for EasyTone and have a few questions for you.
Understandably, many women would like to tone up but often don't have the time to do it. That's where the EasyTone sweet spot lies. What I'm interested in knowing is, did you have any women on your creative team? No doubt a fit, minimally clothed body will catch anyone's attention, but I'm curious if talking breasts, naked silhouettes, and butt close ups are the best means to engage with women.
Kudos for keeping up your brand vision of originality and creativity on this campaign, but are you really asking me to, in your own words, "celebrate individuality" through a common sexual campaign theme? Also, according to your site, the Reebok brand purpose is to help underprivileged, underserved youth around the world fulfill their potential and live healthy, active lives. Do you feel this campaign fits within Reebok's empowering voice?
The EasyTone website states, 88% of men are speechless, 76% of women jealous. Presumably this is all fluff, but I'm still curious; Where did this information come from?
You are surely getting media attention from this campaign which is generally a win for your brand. Its not as though you partnered with KY or that Victoria's Secret doesn't have success selling sex to women.I don't claim you don't need emotional appeal, but do you think you may have slightly neglected the need to talk about the innovative product in more detail? You had an ex-NASA scientist on the product development team and its design is quite unique.
All that said, I'm about 83% sure the controversial campaign should not overshadow the product itself. People will always be interested in products like EasyTone that make fitness easier, if you can find the right way to speak to them.
Curious to hear your answers,
Ashlee
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