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BOSTON Stride Rite Corp.’s Keds is unveiling a major spring initiative from Toth Brand Imaging that introduces the positioning “My Keds.”
The new campaign from the Concord, Mass.-based indie agency has been appearing in the February issues of Lucky and Southern Living. The main thrust is set to follow in March issues of Glamour, InStyle, Oprah and Redbook, among others. The work will run through May.
The goal, according to Keds vp, marketing Terri Rawson, is to portray Keds footwear in a colorful way that “emphasizes the fun and joy in life.”
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