Put your feet up: Total Media to head up Scholl’s youth movement

Media agency replaces incumbent agency Zenith, who declined to repitch, and won market leading footcare brand over on the basis that its behaviour-based approach to marketing will unlock younger audiences at a global scale.

Popular footcare brand Scholl has appointed Total Media to help the company target younger audiences across the UK and international markets.

Scholl is on a mission to get younger audiences interested in footcare and believe’s Total Media’s behavioural insight-led approach will best help drive category and brand growth.

Currently, Scholl holds the number one market share position across their three pillars - Comfort, Aid and Care - in Germany, the UK, France, Italy, Japan and Australia. The wellness category is where the brand is headed next, which is a booming $4.9bn market estimated to deliver 10% growth annually.

Total Media won the account following a competitive pitching process that replaced Scholl’s incumbent media agency, Zenith, who declined to repitch. Total Media will manage a multimedia campaign across Scholl’s top six and further distributor markets by leveraging TV, BVOD, social, search and programmatic.

Debuting in the UK on TV on the bank holiday Monday 8 May during Coronation Street, the media agency will hope to address two behavioural barriers among the youth; getting more people to pre-emptive care for their feet and getting more people with an issue to treat their feet.

Kate Godbout, Chief Marketing Officer at Scholl said: “We’re so pleased to have Total Media as our chosen agency to drive our new campaign to help raise awareness about preventative care. We’re passionate about preventing long-term treatment but in order to do this we need to reach the 35+ demographic. We’re looking forward to working with Total Media to make this possible.”