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.”