2011 Platinum PR Awards: Re-Branding/Re-Positioning


Winner: Grow Marketing – Birkenstock Renaissance

Founded in 1966, in recent years Birkenstock realized it was in danger of “aging out” and becoming irrelevant among young consumers. In response, the venerable footwear company launched two new styles of sandals in 2009 to appeal to hip, price-conscious consumers. Enlisting Grow Marketing in 2009-2010 for the re-positioning, the two comms teams built excitement for the new styles among key bloggers and TV shows. Grow also reached out to fashion magazine editors, newspapers and broadcast producers to raise awareness for the campaign. The results: Birkenstock received more than 134 million media impressions and placed the shoes on hit shows—including Parenthood, Weeds and United States of Tara. —RD

Fast Fact: Positive coverage contributed to a 14% boost in Birkenstock sales.


Honorable Mentions:

First Degree – Keep America Fishing: The Voice of the American Angler: The American Sports Fishing Association’s campaign gives anglers a powerful conservation voice with legislators.

Porter Novelli Public Services, Washington D.C. – SOYJOY Second Chances: To communicate improvements to SOYJOY’s taste and texture, Porter Novelli initiated a new Facebook page, a Second Chances Contest and traditional and social media outreach.


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