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McGregor Socks breaks Turn Your Feet On campaign

Toronto-based McGregor Socks has begun a six-week national marketing campaign intended to attract younger customers to the brand. The campaign, called “Turn Your Feet On,” features images of socks in sexual situations. The effort is primarily aimed at women between the ages of 30 and 50. Three print ads will run in fashion magazines including Chatelaine, Canadian Living, Coup De Pouce, Wish, Fashion, Flare, Belle, 7 Jours and Toro. Other campaign elements will include public relations, street posters, product sampling and an online contest in association with Chatelaine. The sampling program will consist of promotional workers in fetish outfits distributing socks in Montreal, Toronto and Vancouver on Nov. 30. The campaign was developed by The Marketing Store of Toronto. “In developing this campaign we were cognizant that we may upset some of McGregor’s current customers in order to grow the customer base with a younger demographic and increase market share overall,” said Mark Eden, senior vice president at the agency. “It’s a strategic and calculated risk that we believe will pay huge dividends for McGregor.”

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