“A sprint at 5 in the morning before the children wake up, a session on the tape while ‘you keep working’. A nightfall while the rest of the world relaxes. Whatever happens, runners always find the moment, because the feeling is worth it“. Thus defines Puma Your new Campaign globalwith which it presents its new brand positioning.
The brand inspires people to unleash their wild energy through sport
Designed by the Creative Agency Adam & Eveddb“Go Wild” seeks to connect with the vision that new generations of sport have, and at the same time, transmit their brand and legacy history. Puma now looks towards physical activity as a natural extension of “I” of each consumer. “It is a form of self -expression, a source of enjoyment and a means to generate social connections”, Explains the brand in a statement.
All this is reflected in “Go Wild”, A 60 -second spot with Love Song production that exposes with liveliness the “high” that provides running and transfers that sports practice is a sensation that is worth it. The announcement neglects elite athletes to make anonymous people into protagonists: to those who get up early, to those who walk their dog, to the first -time mothers who go to work.
The new Pumar global brand campaign, the largest to date as the brand points out, contrasts with its previous communications, such as “Forever. Faster”, launched last year to strengthen its positioning in the “Sports Performance”. In addition, with “Go Wild”, pum takes a determined step towards Differentiationin a context of maximum competition within the segment, moving away from rivals such as Nike or Adidas when associating sport as enjoyment.
From the brand they point out that the campaign finds Your insight In the greatest audience analysis in the history of Puma, in which they have identified the association that consumers do between performance and enjoyment. This will allow Puma to lead from a new territory. “We start from the idea that running provides an unparalleled sensation“says Julie Legrand Senior Global Director Brand Strategy and Communications in Puma.”This means that, however hard, you will never regret having run ”.
Although “Go Wild” gives prominence to anonymous people, Puma will continue to trust her Brand ambassadors, among which over the last year the athletes Usain Bolt or Mondo Duplantis has been found. Along these lines, the campaign will include special content that will address the experiences and personal stories of these figures.
In addition, “Go Wild” will permeate in other categories in which Puma is also present, such as basketball or football, coinciding with the great annual events of these sports.
The campaign, which has media planning of Havas International, It was launched on March 20 and plans develop until 2026. The brand will communicate its new message both in parts of outdoor advertising, in social networks, television, points of sale and press. In addition, “Go Wild” is already present in a special section of the Puma website, with marketing content that connect vital experiences with the sensations of running.
Execution will also have special focus on Video and streaming platforms, Like YouTube, Dazn, Prime, ESPN or Netflix, with the intention of strengthening the connection of the brand with its target audience. “We have worked closely with our main media partners to ensure the best strategic locations that maximize the impact and reflect the bold evolution of Puma’s brand positioning”, Says in a statement Ferran Juaní Soons, Managing Director of Havas International.
More info: “Go Wild”
