Le poulet, nouvelle égérie publicitaire de Reebok

Alors que Nike a décidé de vous lancer des défis pour la nouvelle année et adidas de revoir la définition de Superstar, Reebok, avec son agence Venables Bell & Partners, vient de dévoiler une publicité pas comme les autres, intitulée « Live Free Range » (« Elevé en plein air » en français). Dans cette publicité pour l’équipementier américain du groupe adidas, on suit non pas un athlète comme à l’accoutumée, mais un poulet qui s’échappe de sa ferme et qui décide de continuer à courir dans la nature après avoir vu un billboard géant d’humains enfermés dans une salle de sport.

https://www.youtube.com/watch?v=dYcvnzNllFY

Cette publicité totalement décalée fait partie de la campagne « Free Range » de Reebok, qui est la campagne de la nouvelle année de la marque. Dans le cadre de cette campagne, la marque a identifié des consommateurs ayant exprimé leurs résolutions 2015 sur les réseaux sociaux, résolutions en lien avec le positionnement et le message de la marque. En retour, Reebok a décidé de leur envoyer un colis quelque peu spécial, à savoir des T-Shirts uniques, floqués de leur résolution, mais emballés dans des boites à oeufs.

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Reebok reste dans son registre de communication décalée, nécessaire dans sa position d’ultra challenger sur le marché du sport et du fitness. Après sa campagne sur les tatouages, Reebok fait donc appel à une égérie et à un porte-parole hors du commun pour communiquer et potentiellement recruter de nouveaux consommateurs.  Le reste de la campagne continuera de vivre en social avec le hashtag #livefreerange.

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