The brand tries to alter its medicinal message with a number of strategies and advertising techniques.
Dr. Scholl’s, the company known for foot care products such as wart remover, athlete’s foot treatment and orthotics to ease pain, is trying to reimagine itself as a shoe brand in an effort to extend its reach.
Dr. Scholl’s Shoes is promoting a new line of footwear with an advertising campaign by Kiku Obata & Company and a number of other methods to get people to think differently about what the company has to offer. The line has 80 designs for both men and women, including shoes, boots, sneakers and an updated version of its Original Exercise Sandal.
The company is opening a number of retail stores in locations like San Marcos in Texas, Tampa in Florida and Las Vegas. It has also partnered with Lord & Taylor, Macys, Piperlime and Urban Outfitters, along with some independent shoe stores.
The campaign to reinforce the footwear side of the brand, rather than just the foot care side, also includes a new website with product information and shoes to buy direct, as well as a Facebook page.