Reebok takes Easytone out!

The sports wear and shoes making company, Reebok, which is popular for it's swanky shoes and gym wear has launched a EasyTone in India, which is claimed to be a shoe that helps women to tone butt and leg muscles with every step they take. The product proposition is to get a well-toned body by simply wearing the shoes. The company claims that the shoe helps tone key leg and butt muscles by using advanced balance pods built into the shoe. This proposition is also reflected in Reebok's global campaign for EasyTone.

The campaign has been localised in India through a 30-day consumer satisfaction challenge, aimed to build credibility. By taking the challenge, the consumer is free to exchange the shoes in case she isn't satisfied with it.

The company has launched a multi-media campaign, including print, radio and on-ground activations. The campaign focuses specially on outdoor, executed across bus shelters and mobile vans.

The bus shelter carries a backlit cut-out of a woman's body below the waist line. The copy reads, 'Simply wearing the shoe will get your butt toned. Take our 30-day satisfaction challenge.'

The same creative has been executed on the mobile vans, where a mechanism has been used to show that a woman's legs are moving.

Targeting women in the age group of 16 years and above, the outdoor campaign is being rolled out in Delhi, Mumbai and Bengaluru.