Leading footcare brand Scholl has appointed Total Media, the behavioural-science driven media agency to help target new audiences across the UK and international markets.
Scholl aims to get younger audiences thinking about footcare, using Total Media’s behavioural insight-led approach to drive category and brand growth.
Scholl holds the number one market share position across their three pillars – Comfort, Aid and Care – across Germany, the UK, France, Italy, Japan and Australia. The brand sees an opportunity for growth in the younger audience groups (35+), with a focus on positioning the brand into the Wellness category which is a booming $4.9bn market on track to deliver 10% growth on an annual basis.
Total Media won the account in a competitive pitch, managed by intermediary Eley Consulting. The incumbent agency was Zenith, who took part in the pitch. Total Media will manage a multimedia campaign across Scholl’s top six and further distributor markets leveraging media of TV, BVOD, Social, Search, and Programmatic.
The campaign will debut on TV on Bank Holiday Monday 8th May during Coronation Street. Together, they will address two behavioural barriers; getting more people to pre-emptively care for their feet and getting more people with an issue to treat their feet.
Total Media is part of Europe’s largest independent media network, Mediaplus and manages the international account across 10+ markets globally including UK, Germany, Italy & France, in cooperation with the Mediaplus agencies.
Kate Godbout, Chief Marketing Officer, Scholl says: “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.”
Tom Laranjo, CEO, Total Media says: “Total Media recognises Scholl as a leading wellness brand and we’re delighted to have been selected to help them step into new territories with this exciting campaign. We can see huge potential for them to tap into younger audiences and we’re looking forward to working alongside the team at Scholl to make this happen.