Pacific Brands is launching a campaign to promote its iconic shoe brand Dunlop Volley in a bid to return the brand to its former glory.
The marketing campaign, which will use the line “Volley: Well worn since 1939”, kicks off Monday (February 28) and re-introduces three Volley shoe styles from 1959, 1965 and 1975.
The campaign uses outdoor, print and online executions to appeal to the brand’s target market of 18 to 30- year-olds.
The activity follows Pacific Brands' announcement yesterday that its footwear, outerwear and sport category suffered a 32.8 per cent drop in sales in the first half of 2010/11. The company reported its sport and non-premium brands such as Dunlop, Grosby and Slazenger were among those hardest hit.
The print marketing campaign will run in publications such as Frankie, Surfing Life, and Monster Children.
This story first appeared in Ragtrader's sister publication, AdNews.