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Follow-Up: Why Did You Try Reebok’s Easytone?

19th December, 2009

This is a follow-up post to the first article on Reebok’s Easytone shoes. As a guy, I just haven’t understood whats so captivating about this shoe. So I took an interview of one Miss P (name changed, incase you thought that that was her real name). We’ll delve on the insights after the interview:

Miss P, along with her friend Miss S, had actually tried out the Reebok Easytone shoes in one of the showrooms in Delhi. Butt of course, I had to interview her!

Me: Question1 – Could you please describe your experience wearing these shoes?

P: It was okay, okay I mean nothing great obviously. Are you crazy why are you asking me this, are you writing this down?

Me: Oh no, I wouldn’t do that. Okay second question, did you feel that there was something special about this shoe?

P: Kartikay, are you just trying to make a fool out of me again?

Me: No no, I am not! All I’m asking is that did you feel proud wearing this shoe? Did you feel it had some brand power?

P: I didnt use it at all, I just wore it for 5 seconds. But ya, obviously the fact that they say its going to give you a nice bum, its good. You know, every woman would want a nice ass. So I’m sure a lot of women came to try it out. I’m so sure of that. Atleast they tried it out, even if they didn’t buy them.

But then they said “Conditions Apply”. You have to excercise some amount, obviously, or walk a certain number of hours everyday. The way they’ve branded is really great you know,  they’ve got it right. Pretty interesting.

Me: Okay one more question. So, about this “Conditions Apply” business. They said you’ll have to walk everyday?

P: Well, atleast something they expect out of you! You have to walk one hour or something everyday. You cant just sit and stare at those shoes and get an ass. Obviously!

Me: Right, thats true. Okay one last question. Did you go out of your way to try these shoes out? Would you have normally not tried those shoes out?

P: YAAAAAAAAAA !!

Me: I mean, do you wear sports shoes?

P: Ya, I’m wearing them right now.

Me: But you went out of your way to try these out?

P: Ya, because we were just generally roaming around. We went to the shop and asked them to show us what they [the shoes] were. You know, so obviously we wouldnt do that with general sports shoes or running shoes or anything like that.

Me: Do you think Nike and Adidas are probably losing out because of this?

P: I’m sure they are. Especially because of the women thing, everybody wants a nice ass. I mean, thats obvious. And the pricing is also the same I think its about Rs. 4000 – Rs. 5000. Same price range as what you would get in Nike, Adidas or whatever. Its not like priced really weirdly or anything, somebody might as well take this and go for a walk.

Me: Okay thats it, thank you so much P!

P: <expletives, censored>

Amazing, Ain’t it?

While this was only one interview with one Miss P, it certainly did give me some insights into the impact of this brand advertising.

Without doubt, its created quite a stir. While Miss P normally wouldn’t have stepped into the shop looking for sports shoes, she did infact try out the Reebok Easytones. The advertising and message is, of course, very clear. Like she herself said:

You know, every woman would want a nice ass.

Theres nothing indirect about this approach. I personally was scared that this advertising might backfire. We’re talking about physical body parts here, and that too for a target audience of girls. As a guy, I wouldn’t like to work on my butt. But for (many) girls, this is exactly what they wanted!

It Broke the Hesitation Barrier

Most people are weary of buying things. This advertising campaign clearly pushed that: Miss P was not at all looking to buy sports shoes in the first place. But she liked them. Maybe in the near future she would very well purchase the Reebok Easytones. Infact, she was surprised that the pricing was not “weird”. She expected sports shoes to be that much, and did not even have to confirm with the competition.

A Guy’s Last Words

I have no idea why I would want my butt toned. Not even now. But the Reebok Easytone is possibly THE killer product that would do a lot of harm for its competition.

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6 Comments leave one →
  1. Anant permalink
    19th December, 2009 7:50 PM

    HAHAHAHAHAHAHAHAHAHA

    This is brilliant. An amazing insight into the mind of the female consumers and what drives their trial and purchase intent. I believe that if you could probably do a little more research, you could actually write a paper on the same. I would be honoured to invite you as a guest lecturer in my humble institution in order to enlighten us about your findings. I dont think Reebok would have expected its new product to end up being the Butt of such a joke.

  2. 21st December, 2009 1:44 PM

    OOooooooohhhh.
    that so sounds like Miss P

    • 21st December, 2009 2:07 PM

      Actually, Miss P is a school friend of mine!

  3. 17th December, 2011 2:26 PM

    Firstly, “most” girls will want a nice ass whether they accept it or not. And the ad kinda made me get into the shop to try them on. (I generally don’t wear shoes, even if i had to definitely not a branded one.) I think they were spot on with the ad. 😛

    • 17th December, 2011 6:02 PM

      Haha, yes indeed! They’ve been sued as well for “not living up to expectations.” Get sued is the new sign of success 🙂

      Thanks for dropping by, Sreiada!

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  1. Reebok Easytones: “They’re Really Uncomfortable!” « Callous Caffeinated Conversations

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