Campaign details

Brand: Dr. Scholl's
Advertiser: Bayer Healthcare
Lead agency: Energy BBDO

Effie awards category context

Dr. Scholl's business had challenges. In an age of proactive health and wellness, the brand was perceived to be "for older people with foot problems." To stem declines, we focused on the role that feet play in active, healthy lives and completely reinvented the Dr. Scholl's experience so that it was in step with a younger, busier consumer audience. It worked: we not only stopped the declines, the brand grew for the first time since 2013.

State of the marketplace and brand's business

Dr. Scholl's is an iconic brand that established and led the foot care category for over a century, but over the past several years its sales had struggled with declines, and the rest of the category followed. While the brand was facing increased competition and distribution challenges that contributed to its decline, it also struggled with a more fundamental issue – people simply did not see the brand's relevance. The category penetration decline since 2013 was indicative of the growing relevance issue.