Try to think of not only a brand, but a specific product of that brand, whose presence in the consumer spotlight has been constant and even shown an increase over the last century.
Right, there aren’t many.
The Converse Chuck Taylor All-Star, however, fits the model, having reached and held iconic status for decades. This past spring, and then again just this month, the All-Star was once again making headlines, by all accounts doing so in a way that PR pros are heralding as a case study in how to hit the mark without sacrificing the brand.
Made by you
In March, Converse announced the global launch of Made by you, a celebration of the Chuck Taylor All-Star as a sneaker defined by those who wear them. Using portraits of icons from the worlds of music, art, publishing and fashion, the campaign incorporated online and social media elements as well as in-store presence and street art installations around the world, touting the All-Star as a symbol of creative self-expression.
Chuck Taylor All-Star II Launch
A much bolder move came this summer, when Converse announced a redesign of the iconic sneaker. Such a shift can spell death for a brand, a fact of which company marketers were well aware. In an interview with CNN, Converse Brand VP Geoff Cottrill said “You better believe New Coke came up in meetings,” referring to the 1985 debacle in which Coke changed the formula of its flagship drink, driving sales downward and causing consumer backlash.
Though headlines announcing the change may have sent Chuck fans into panic mode, images and video showcases shared online by Converse revealed that elements of the redesign were not visible at first glance. They were in fact part of the internal structure of the sneaker.
They’re owned by who?
Which brings us to the part of the story that could have sent all of those artists, musicians, and indie-type core customers running for the hills. The redesign of the Chuck Taylor All-Star is mainly based on improvements to the sneaker’s cushioning and technology based enhancements which are the calling card of Nike…Converse’s parent company.
Disillusionment around small companies who are quietly owned by large corporations abounds within the consumer landscape. Think Burt’s Bees (Clorox), Tom’s of Maine (Colgate-Palmolive) and Ben & Jerry’s (Unilever). By introducing Nike technology into the All-Star design, Nike and Converse seriously risked losing the loyalty of their key consumers.
The reason the campaign is already being called a success, however, is due to the way in which the relaunch was presented:
- A press release about the launch only mentioned Nike twice, instead focusing on Converse and the message of a creative lifestyle.
- An online video showcase introducing the revamped sneaker makes zero mention of Nike, and was posted by Converse.
- Converse executives were made available to the media, while those from Nike were nearly silent.
All of this was intentional. In an interview with PRWeek, Converse VP of Global Communications Terri Hines says the strategy behind the relaunch was “not only careful, but surgical” in its development. The result is a campaign from which all PR professionals can draw lessons in proactive marketing.
Reinforce your strengths. The Made by you campaign was key in that it reinforced the message of the All-Star being the sneaker of choice for independent thinkers and creatives. Its timing was slotted just four months before the All-Star relaunch, in effect shoring up the brand’s positioning before the redesign would be announced.
Choose the right speaker. An announcement from Nike about the relaunch would have risked backlash from the very indie thinkers the brand reconnected with in the prior campaign, as well as negative media reaction had “big brother” done the speaking. Nike’s hands-off approach, leaving the relaunch in the hands of its Converse team, was the right call for the message and for the target audience.
Reassure your consumers. Video and imagery were key to the initial announcement this summer as an instant reassurance that the iconic sneaker was not changing at all in appearance. Once that first question was answered, new technology and improved cushioning was easier to accept (let’s face it, the original Chucks were cool but not all that supportive. Win-win.)
Some campaign development needs to be done strategically, and some surgically. To map out your next PR initiative with a keen eye on the details, give us a call. Our team of PR professionals can help to evaluate the plan, elements, and best practices for a successful outcome.
-BML
