DMB&B reveals pan-Euro Scholl work

DMB&B launches its first work for Scholl since the agency’s pan-European appointment to work on the brand last December.

DMB&B launches its first work for Scholl since the agency’s

pan-European appointment to work on the brand last December.



The latest campaign adopts a light-hearted tone as part of a drive to

modernise the image of the footcare range to appeal to younger

consumers.



The brand has, until now, been marketed and advertised locally. A

centralised strategy and above-the-line advertising campaign is now

being implemented across Europe, following the establishment of a

European marketing team and the appointment of DMB&B.



Scholl is focusing on two products for the campaign, Odour Control and

Foot Toiletries, both of which traditionally sell well in the

summer.



The new ads will appear in women’s monthly and weekly magazines and

men’s monthlies, including Loaded, Viz and Esquire.



The series of ads uses Scholl’s trademark yellow as a background. One

execution pictures a well-worn trainer with the line: ’Just smell it.’

The copy continues: ’You pay through the nose when you buy trainers, so

why do the same when you wear them?’ Others show faces being caressed by

a foot and use lines traditionally seen in skincare and washing-up

liquid spots.



Barry Cook, the managing director of DMB&B, said: ’This marks the first

step in creating a single image for Scholl across Europe. It represents

a major departure for the brand.’



The campaign was created by the copywriter, Dean Turney, and the art

director, Jim Saunders. It will run in a number of other European

markets, including Germany, Scandinavia and Switzerland. Media buying is

by the Media Centre.