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
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
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
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.