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By Joan Voight
SAN FRANCISCO–In its first work for Birkenstock USA, Hoffman/Lewis treats the client’s line of shoes like well-made automobiles.
The San Francisco agency picked up a slogan already used inside the company as its new ad tagline: ‘German engineering for your feet.’
Billboards were unveiled late last month in two test markets, Seattle and the St. Petersburg/Tampa area in Florida. Print and radio ads for those regions are expected to appear in late May and June.
The budget for the test is less than $1 million.
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