Power Mello Integrated Campaign
Services
Product naming & positioning
Campaign Creative
OOH + Retail elements
TV spots
Digital media
About Power and Mello
Since 1971 Power has been the athletic division of the Bata Shoe Company. Although no longer sold here, the brand will be familiar to Canadians over forty, and remains a household name in India and throughout Latin America.
Mello is a premium cushioning technology offered in a series of workout and athlesiure products for men and women.
The Project
Power launched its Mello walking shoe with a fully integrated campaign that included broadcast spots, social media and web content and a comprehensive retail rollout in key markets around the world.
We communicated the idea of soft comfort first as we developed the product name and positioning, and later through a series of whimsical vignettes that appeared across the campaign spectrum.
The campaign included a series of 15-second spots in English and Spanish for broadcast in Latin American and South-Asian markets.
Marshmallow-soft air pods always surprised consumers with their foot feel. We captured this delight with the campaign.
