This just in: Birkenstock greenlights TV spots as part of rapturously received “political” campaign. But hurry. (And we did.)
The major party candidates blab about bringing America together, but now there is a footwear company that literally walks it like those guys talk it.
What began as a fun mini-campaign touting Birkenstock’s presence at the WSA trade show was so well-received it has been expanded into a national consumer print and online campaign. Judging by the flood of email feedback, the campaign is instantly gaining traction, especially as presidential marketing slips into negative mode.
While a political theme — even if it’s non-partisan and tongue-in-cheek — may seem unexpected, Birkenstock has long been assigned political connotations (e.g., the reporter’s shorthand for committed progressives, “Birkenstock-wearing liberals”). At the same time, research shows the brand is overwhelmingly associated with good feelings, which tend to start in a consumer’s previously aching feet but rapidly travel to his or her overall mood.
So perhaps it was not so far-fetched for Birkenstock’s campaign managers at Duncan/Channon to bring politics and positivity back together on behalf of this perennial candidate for your comfortable, casual choice of sandals. But, of course, we invite all Americans to vote with their feet.