May 12, 2009

New media – old values


In these times of downloadable, disposable instant gratification we are seeing a shift towards a desire for authenticity. Sales of vinyl records are increasing as people seek a return to times when life tasted real. Meanwhile, old brands are being reinvented for the 21st century while maintaining their true values. In a sign of the times Old Spice have just launched a new online store that taps into the brand heritage with a touch of humour. The best example of this trend is the relaunch of Umbro that builds on the traditional English tailoring that goes into their sports clothing. A temporary concept store in London helped kick off the campaign along with print and other media. But it is online where it really comes to life with a great website that tells the history and gets people interacting. The brand harnesses all the latest online marketing tools such as Twitter, YouTube and blogs. The “Tailored by England” concept helps the whole campaign hang together in a powerful way and allows Umbro to create a strong point of difference in a crowded sportswear market.