1. Celeste Corona National Ad Campaign Evaluation

2. NIKE History 1964- Phil Knight and track coach Bill Bowerman
Blue Ribbon Sports Before Nike came about.
1971- Introduced the concept of the Greek winged goddess – NIKE
30,000+ employees globally
07/08 fiscal year reported record revenue of $18.6 billion

3. Just Do It Campaign
Dan Wieden co founder of the ad agency came up with now-famous slogan "Just Do It" for a 1988 Nike ad campaign
Advertising Age - One of the top five ad slogans of the 20th century.
Campaign has been enshrined in the Smithsonian Institution
Walt Stack was featured in Nike's first "Just Do It" advertisement that debuted on July 1,

4. 80’s marketing tactics
Campaign against Reebok
Thanks to the explosion of aerobics, NIKE was losing ground to Reebok
Sneakers as Fashion Statements
Crashed in on the Jogging/ fitness craze
Just Do It Campaign expanded to reach
Older females and teenage girl consumer
18-40 year old male consumer

5. Media Used Print Ad Billboards Apparel Television ads
Website

6. Just Do It Campaign
Linked campaign to consumers needs
Portraying a quality brand with celebrity sport figures like Bo Jackson and Michael Jordan.
Sense of belongingness and “hipness”
self-fulfilling image prophecy: if you want to be hip, wear Nike; if you are hip, you are probably wearing Nike.
Turned sweaty, pain-ridden, time-consuming exercise in Nike sneakers into something sexy and exciting.
Also attracted those who wanted the image without incurring the pain of working out.

7. Just Do It Campaign
Linked campaign to Strategy
expanded its operation to target every American, regardless of age, gender or physical-fitness level.
Convinced Americans that wearing Nikes for every part of your life was smart (the shoes are designed for comfort) and hip (everyone else is wearing them, you too can belong to this group.)

8. CHANGE The only change I would have done was add children to my target market. Introducing children to Nike and to healthy lifestyles, probably would of helped with the obesity problem the U. S is having

9. Strengths
Mid 1980s- Americans buying exercise equipment like crazy body worship was at and all time high.
The ads were often humorous, appealing to the cynic in all of us, while still implying how important it is to take care of ourselves.
Campaign was easily identifiable
Weaknesses
Nike was being affected by competitor- Reebok with aerobics
Limited Target market to older teens and adult market – What about the kids?

10. QUESTIONS?