New Balance/Fisher-Price

By Matt Fletcher

The Plan

  Promote New Balance’s “Toddler” shoes with Fisher-Price’s Learning to Walk toys.

  Show the benefits to both athletes and parents of the shoes and toys to “learn to walk.”

Target Audiences

  The primary target audience will be young parents.

  The aim will be toward parents who want to stay in shape while they have kids.

  The secondary audience will still be parents but with emphasis on their children.

The Products – New Balance

  BB889 Basketball Shoes

  K7500GRI Toddler Shoes

The Products – Fisher-Price

  Go Baby Go!™ Stride-to-Ride™ Lion

Strategies

  Advertisements aimed toward the young parent who wants to stay young.

  Must show benefits of the shoes to both parents and children.

  Fisher-Price toy will be promoted with the child, making a great team.

The Commercial

  Music: “Tub Thumping”   Setting: Street Basketball Court and

Home on Wooden Floor

Commercial

  A young-adult basketball player struggles with his game at the local basketball court, getting stuffed and dropping the ball.

  Then, a toddler is trying to learn to walk with socks on a wooden floor while holding on to the Fisher-Price Lion but keeps falling.

Commercial

  A split screen shot shows the athlete putting on New Balance BB889 Basketball Shoes while the mother puts K7500GRI Toddler Shoes on the child.

Commercial

  Suddenly, the basketball player is dunking and the toddler is running around the room with ease.

Commercial

  Voice Over: “Motivation to achieve new physical milestones. Fisher-Price and New Balance. Learn to Walk.”

  Cut away to baby dunking on Fisher-Price basketball goal.

Movie

  Title: “Learning to Walk”   Plot: A college athlete/new parent

struggles to balance his career with his son.

  Main Character: Byron Eaton, former Oklahoma State basketball player who was a father while he played at OSU.

Product Placements

  Byron Eaton will be wearing New Balance shoes through the entire movie, even while he is struggling.

  The point is to keep that brand in the audience’s head during the entire movie.

Product Placements

  The Fisher-Price Lion will make an appearance after Eaton makes a decision to be sure to put his son first in his life.

  The toy will be a gift.   His son will also be wearing New

Balances during the movie.

Promotion in the Box

  Inside the box for the Go Baby Go!™ Stride-to-Ride™ Lion will be a coupon for $10 off a pair of New Balance infant shoes.