Agency: McCann-Erickson (Manchester) | Author: Not credited |
Area Awards 1995 Winner: Integrated Campaign
K Shoes, Springers
Striding across the generation gap
Introduction
K Shoes sell through 150 of its own shops, 600 Clarks outlets and over 1000 independent retailers. Springers, the successful sandal range launched in 1981, has yielded worldwide sales of over 9 million pairs. However, this success has been double edged. Springer appeal has been to the mature lady with 'difficult' feet, grateful for the comfort the unique double-layered polyurethane sole provided, and has contributed to the consumer perception that K was a brand for...