DESIGNER

Lars Karcher

PROFILE/DESCRIPTION

Part 1: Tell us about the company in general... location, size, range of products or services that it has. Tell us about the specific service or product you are advertising. Tell us about the mission of the company... the social values it has, the type of workplace it has... basically anything that you think will help viewers gauge the effectiveness of your ad campaign.

Puma is a multinational athletic and casual footwear, apparel, and accessories corporation that is headquartered in Bavaria, Germany. The founder’s brother split from the company and made Adidas. Puma states that it pushes sports and culture forward, and does that by having partnerships not only with Top Athletes, but also people like Dua Lipa and Cara Delevingne. I’m specifically advertising Puma’s top soccer cleat of 2019 (the 19.1). Puma’s shoes are labeled by a number, the first part being the year and the second being the tier. They usually make around 4 cleats a year, 1 being the best and 4 being the cheapest. 
 

Part 2: Provide a county+state for your target market and provide some relevant details about a market segment group that resides there.

Targeting parts of Washington, Oregon, California, and Arizona/Utah, Texas; Mostly on the coast and near the border. Ideal target market is Upper Midscale Younger Mostly w/ Kids, as they attend Major League Soccer matches, which means they’re interested in soccer. Other people who attend college sporting events are also okay, but not ideal. Top Counties are Tooele County (Western Utah), Weber County (Northern Utah), Ector County (Texas), Clayton County (Near Atlanta, Georgia), and Webb County (Southern Southern Texas). 
 

Part 3: Just as with your brandmark project, I want you to add some single-word (or short phrase) descriptions to the following prompts>
Brand advantages: Global, established, Partnered Athletes
Brand attributes: Iconic Logo, Signature Shoe Stripe, Sustainable/Renewable
Brand experience: 70+ years, Millions of global sales

GOALS

In this section, I want you to describe a call-to-action for this particular campaign. What do you want people to do/visit/think/feel/know after seeing these posters?

I want people to think about getting Puma cleats, or at least keep them in their mind. Often when people think about Soccer cleats they think about Adidas or Nike, and reminding people that there is another great option would help increase sales. They perhaps won’t immediately purchase Pumas, but hopefully consider them next time they need new shoes (which most younger athletes get anyways from once every few years to twice a year).