Teva’s ‘The Naturist’ Debuts

NEW YORK Teva has unleashed The Naturist to promote its new line of hiking shoes. The three-part online parody series stars Vice magazine co-founder Gavin McInnes. (The company describes it as “Mr. Bean meets Surivorman.”)

The first episode, “Honey/Water,” launched yesterday at The second and third installments will post Sept. 9 and Sept. 23. They promote the Riva and Dalea shoes.

McInnes has been in demand of late. He is also the star of Netflix’s “A Million in the Morning” viral campaign, which kicks off next month as well. The common link is that both companies — Deckers Outdoor Corp. owns Teva — are involved with the creative agency/record label Decon.

“We wanted to create an unexpected campaign for a hiking product,” said Joel Heath, global marketing director for Teva. “We’re poking a little fun at ourselves and those who take on the outdoors armed with only a few nuts and their own urine to survive — and Gavin was the right man for the job. The partnership turned out to be a natural fit.”

The hiking shoe debut comes on the heels of record earnings for Deckers. It announced that its second-quarter sales increased 12.5 percent to $102.5 million in an earnings call late last month.

Deckers spent $2.5 million behind Teva in 2008, per Nielsen, and $1 million for the first six months of this year.

Nielsen Business Media