Yet another of Reebok’s marketing campaigns has been banned for unsubstantiated claims regarding their new product the Reezig ZigTech trainer. The claim is that the Celliant fibres the trainers contain increase the level of oxygen in the body by 7%. The Advertising Standards Authority (ASA) ruled against the TV advert stating that the evidence was not accurate and therefore the claims were void. Adding to this, Reebok have a strapping a-list celebrity ambassador, Lewis Hamilton, but is Lewis really an athlete?
Reebok need to do their research and consider the messages that they are conveying to consumers more. This is the 2nd promotion ban for Reebok in six months…In December 2010 the ASA ruled against a TV campaign for its EasyTone Curve trainers. This does not bode well for the brand’s position in a market that is innovative and highly competitive. Have similar claims been made against other sports brands…?
The short answer is ‘dope’…, according to a recent report from the Daily Telegraph, Nike are not experiencing claims for misleading marketing information regarding their products, however they are currently been criticized for promoting drug use on their t-shirts…! Will consumers view the information in the same way? The image says it all really.
Marketing Communications: A Brand Narrative Approach demonstrates the pressure of being creative in advertising in order to achieve attention, processing and conviction. The interesting Persil case study, however, reflects that being original is not always the best policy and can in fact cause miscommunication (Chapter 12, page 323, Dirt is Good, Or is it?). Nike and Reebok are miscommunicating messages, in holding back information they are threatening their brand perception…It may be time to tone it down…!