K Shoes, Springers

This study describes an integrated campaign for K Shoes' Springers brand. The campaign is set against a background of a growing younger female market for sandals.
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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands