SERVICES:
- advertising
- online & social media
- media relations
- brand consulting
- events & promotions
- design
- social responsibility
OUR CLIENT WORK:
- Sperry Top-Sider
Previous
Sperry Top-Sider: Get Wet
Situation:
Sperry Top-Sider may have invented the boat shoe in 1935, but by 2003 the brand had lost its energy and sense of adventure, becoming a shoe more for drinks at the yacht club rather than the nautical spirit. Sales had shrunk to about $40 million, and were going in the wrong direction.
Sperry Top-Sider may have invented the boat shoe in 1935, but by 2003 the brand had lost its energy and sense of adventure, becoming a shoe more for drinks at the yacht club rather than the nautical spirit. Sales had shrunk to about $40 million, and were going in the wrong direction.
CBC Solution:
Cercone Brown worked with Sperry Top-Sider to reposition the brand for growth. The campaign started with a battle cry, a simple tagline that challenged sailors, kayakers, fishermen, women, windsurfers and anyone who loves the spirit of the water to “Get Wet.” In the process, Sperry Top-Sider regained its authenticity, and created a platform to expand its product line beyond boat shoes. Our campaign invites everyone into Sperry Top-Sider's world. The only true brand born on the water. Through its products. Its advertising. Promotions. Packaging design. In the press. On celebrities.
Cercone Brown worked with Sperry Top-Sider to reposition the brand for growth. The campaign started with a battle cry, a simple tagline that challenged sailors, kayakers, fishermen, women, windsurfers and anyone who loves the spirit of the water to “Get Wet.” In the process, Sperry Top-Sider regained its authenticity, and created a platform to expand its product line beyond boat shoes. Our campaign invites everyone into Sperry Top-Sider's world. The only true brand born on the water. Through its products. Its advertising. Promotions. Packaging design. In the press. On celebrities.
Result:
Since the campaign launched in 2003, Sperry Top-Sider sales have grown from $42 million to nearly $150 million on the strength of 30 consecutive quarters of positive growth.
Since the campaign launched in 2003, Sperry Top-Sider sales have grown from $42 million to nearly $150 million on the strength of 30 consecutive quarters of positive growth.
