Iris > Case Studies > Revitalizing Scholl's Brand Positioning with 'Feel Foot Tastic' Campaign

Revitalizing Scholl's Brand Positioning with 'Feel Foot Tastic' Campaign

Technology Category

Platform as a Service (PaaS) - Application Development Platforms

Applicable Industries

Pharmaceuticals
Retail

Applicable Functions

Sales & Marketing

About The Customer

Scholl is a well-known brand in the pharma space, primarily associated with foot care solutions. The brand has a long-standing reputation for providing effective solutions for foot-related problems. However, its positioning was largely functional, limiting its appeal to only when there was a foot problem that needed fixing. The brand's target audience for its 'Feel Foot Tastic' campaign was individuals aged between 35 and 40 years old. These individuals are likely to be more conscious of their wellbeing and lifestyle, making them the ideal audience for Scholl's brand shift from a functional to a lifestyle brand.

The Challenge

Scholl, a brand synonymous with the classic and functional pharma space, was facing a challenge in its brand positioning. The brand was primarily associated with problem-solution scenarios, limiting its reach and appeal. The brand was often only considered when there was a foot-related problem that needed fixing. This limited perspective was hindering the brand's growth and potential to tap into the wellbeing and lifestyle space. The challenge was to elevate and revitalize Scholl's brand positioning to make it more appealing to a broader audience and to increase the number of occasions and scenarios that Scholl could be relevant to. The target audience for this brand shift was individuals aged 35 to 40 years old.

The Solution

To address this challenge, Scholl, with the help of Iris, its lead global strategy and creative agency, created 'Feel Foot Tastic' - a brand platform that emphasizes the importance of feet to people's wellbeing. The idea behind 'Feel Foot Tastic' was to shape and remix the culture around foot care, helping Scholl establish a distinctive character in a crowded and low-interest category. To further strengthen the brand shift from functional to lifestyle, music was incorporated into the campaign. An iconic reggae track from the 90s was remixed, with completely rewritten lyrics to deliver Scholl's message in a fresh and unique way, different from how pharma brands have traditionally communicated. The campaign was launched on TV in several countries, including France, the UK, Australia, Italy, Greece, and Portugal, and digitally across 15 additional markets.

Operational Impact

The 'Feel Foot Tastic' campaign successfully revitalized Scholl's brand positioning, shifting it from a functional pharma brand to a lifestyle brand. The campaign helped broaden the number of occasions and scenarios that Scholl could be relevant to, thereby expanding its reach and appeal. The use of music, specifically the remixing of an iconic reggae track, provided a fresh and unique way to deliver Scholl's message, setting it apart from traditional pharma brand communications. The campaign was launched in multiple countries, both on TV and digitally, further expanding Scholl's global presence and reach.

Quantitative Benefit