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Reebok Launches New Ad Campaign Business News 09 INT

vocabulary | län ch |

launch | l ɔː n(t) ʃ |

ad campaign | ød køm ˌ pe ɪ n |

motivate | ˌ mo ʊ d əˈ ve ɪ t |

to take a swipe | swa ɪ p |

slogan | ˌ slo ʊ g ə n |

strategy | ˌ strød ə d ʒ i |

compete | k ə m ˌ pit |

competitor |k ə m ˌ p ɛ d ə d ə r|

purportedly |p ə r ˌ p ɔ rd ə dli|

ties | ta ɪ z |

celebrity endorser | s əˌ l ɛ br ə di ɛ n ˌ d ɔ rs ə r |

News Article

Reebok launches new ad campaign Reebok has launched a new US$30m marketing campaign in the US called "run easy".

The campaign is to motivate runners to have fun with their exercise, according to reports.

According to USA Today, one of the company's poster ads takes a swipe at Nike's "Just Do It" slogan with the message "What are you just doing? Run easy."

"Our job is not to put Adidas and Reebok in a strategy to compete against each other but to find a strategy in which they can fight side by side against all other competitors ," Reebok marketing chief Uli Becker told USA Today.

He also purportedly said that another goal of the campaign was to re-establish Reebok's ties with the female market.

The campaign includes video and online resources, posters and billboards , and TV ads featuring celebrity endorsers such as the NBA's Allen Iverson, footballer Thierry Henry and track athlete Carolina Kluft.

Debrief

launch to release a new product

campaign a series of planned activities intended to achieve a particular objective or goal

motivate to encourage someone to do something

poster ads a poster ad is a large printed picture used to advertise a product

billboard a large poster ad fixed to a board

take a swipe at make fun of something

slogan a short memorably phrase used to promote a product

strategy a plan or policy intended to achieve a particular major aim or objective

compete to try to gain an advantage or to win a game/competition

competitors other companies that make or sell similar products

purportedly adverb from the verb “purport” meaning to claim to say or do something

goal an aim or objective

ties connections to or relationships with something

celebrity endorser a famous person who is paid to publicly promote a product

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