BOSTON -- Toth Brand Imaging is preparing to unveil a spring campaign for Keds introducing the new tagline "American Style." The previous tagline was "Keds Every Wear."
The latest campaign is print-based and features images of young adults wearing Keds on a schooner, in a photo booth and romping through a sprinkler. The ads will begin running in March issues of magazines such as Glamour, InStyle, Redbook and Self. Keds, a unit of Stride Rite in Lexington, Mass., has in recent years spent $7-10 million annually on ads, according to CMR.