Stride Rite is tuning into moms.
The children’s brand premiered its new television commercial during Tuesday night’s broadcast of “A Charlie Brown Christmas” on ABC. The 30-second spot, which depicts the different life stages kids go through in their early years and the shoes that come with them on their journey, marks the first national TV ad Stride Rite has run in 20 years that speaks directly to moms.
Past ads have targeted kids with a focus on novelty Stride Rite collections such as Slingshot, Glitzy Pets and Nickelodeon Slimers.
“This new campaign is intended to reconnect with moms in an emotional way and remind them that Stride Rite will be there for them and their children through every step,” said Sharon John, president of Stride Rite Children’s Group, a division of Topeka, Kan.-based Collective Brands Inc. “Products featured in the campaign were chosen based on the [roles] they play in our STEP system, which is designed to help parents select the proper shoes to support a child’s growth and development from pre-walk to preschool.”
In addition to the TV commercial, the campaign will make use of social media, including a “Moments Book” application on Facebook, where moms can share stories and photos of their babies’ milestones; in-store promotional signage that will be rolled out to wholesale accounts in January; print ads in national magazines; and a revamp of the Stride Rite website highlighted by new content focused on moms.
The cost of the campaign, which was created in-house, is estimated at $500,000.