Celeste Corona National Ad Campaign Evaluation

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

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, 1988. http://www.youtube.com/watch?v=xiDvW3EUJIA

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- 1988 expanded to reach Older females and teenage girl consumer 18-40 year old male consumer

Media Used Print Ad Billboards Apparel Television ads http://www.youtube.com/watch?v=-l5kKVQjQvg Website http://www.nikebiz.com/company_overview/features/JDI.html

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.

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.)

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

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?

QUESTIONS?