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Aravon Strengthens Connection with New Balance Parent
Women’s comfort brand Aravon is strengthening its connection to parent company New Balance this spring. The initiative, designed to take advantage of the athletic brands’ strong positioning in both comfort and performance, includes a new tag line, “Comfort Engineering by New Balance,” ad campaign, POS materials and packaging.
“What New Balance stands for is instant trust and validation,” said Brian Eppley, marketing manager for the Boston-based brand, noting the positive connection between the two brands in these categories. Aravon’s new positioning, he explained, was the result of online research, which revealed that 98 percent more women indicated intent to purchase the brand based on the new tag line over its original version, “Comfort Performance Footwear.”
The new campaign will kick off this month in wellness-driven publications that include Body + Soul and Yoga Journal as well as on More.com and Photobucket.com. To coordinate with the new tag line, ad imagery will now focus on minimal abstract settings that evoke sensations of motion and comfort.
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