Dexter Thinks Inside the Box

Mullen’s Latest Campaign Stresses Comfort and Simplicity
BOSTON–People’s feet should feel as comfortable in loafers as they do when they’re propped up on a couch or soaking in a bubblebath.
That proposition is the focus of Mullen’s fall print campaign for Dexter Shoes, which breaks in September issues of national consumer magazines and introduce the positioning line, “Comfort in every box.”
The campaign, budgeted at less than $10 million, consists of executions featuring an overhead view of an open red Dexter shoebox coupled with comfortable furniture.