Pacific Brands-owned sports shoe classic Dunlop Volley is preparing to roll out new directional campaigns for 2011, with a view to reviving its unique brand narrative and connecting with its target market.
PR specialist One Green Bean, which was appointed last month to manage all PR and media relations for Volley in Australia, is set to work alongside Volley’s creative agency on a campaign scheduled to launch early 2011.
Coverage of One Green Bean’s appointment by online media and marketing hub mumbrella.com.au quoted Pacific Brands’ Jessica Bibby confirming “exciting plans” for Volley over the next 12 months.
“Volley is all about giving consumers a footwear option to portray their own individual sense of style and we feel that One Green Bean will be instrumental in helping us strengthen this iconic brand that we all know and love.”
One Green Bean managing director Kat Thomas added the company would work closely with Pacific Brands to deliver innovative work to rejuvenate the brand and help it reconnect with its core audience.
Launched in 1939, Dunlop Volley was the shoe of choice for nine out of ten Wimbledon tennis players for forty years. When it joined Pacific Brands, the company took a radical approach to marketing the Dunlop Volley brand by differentiating it from the big-budget branding of other athletic global leaders.
Past Dunlop Volley campaigns include the 2007 ‘Exceptionally Average’ campaign, featuring US ‘hand musician’ Gerry Phillips, wearing Volley Internationals while playing classic tunes with nothing but his hands. Sales rose 42 per cent on the previous year following the roll-out and the campaign developed a significant Youtube following.
Other brand building exercises include a collaboration between Dunlop and Australian streetwear label Mooks, to create the ‘Mooks loves Volleys’ range.
The brand’s website at volleys.com.au features images uploaded by its fan base, showing the everyday use and customisation of Volleys.