Reebok in Pursuit of Generation X Case Solution

1. Discuss and explain the reasoning behind Reebok’s choice of Generation X as its target market? What were some challenges and opportunities this target presented?

Brands need to differentiate them from their packaging in the competitive world of sneakers and clothing. Companies such as Nike, Reebok, and Adidas have been fighting for market share for many years, and Nike controls a large part of the market. As market growth stalled in early 2000, footwear companies had to find a way to create a buzz with their products. The days of traditional print, radio, and television marketing do not reach their target audience due to the changing behavior of the target audience, Generation X.

According to 2003 data from OnPoint Marketing, the number of Gen X members in the United States was 50 million, or 17% of the total population. Gen X members spend $ 125 billion annually on consumer goods in the United States. It is difficult for shoe companies to figure out how to relate to this demographic with these incredible numbers. Gen Xers tend to adopt a more modern approach to consuming entertainment and seeking information. With the advent of the digital age, Gen Xers spend more time browsing the web and less time watching TV or reading print. It was clear that the sneaker companies needed a new approach.

Creating ads that sound good to your target audience is nothing new. Many companies have tried it with varying degrees of success. Some companies miss entirely the sign there, and the audience does not know what product is being sold, and then you see where the ad knocks it out of the yard, and sales grow, and they link the advertisement to the brand either famine, but some movements are in trouble. Limbo is the ad that gets hit, but does it matter to the bottom? That was the problem with the 2003 Terry Tate Rebook advertising campaign. 

2. What are the methods did Reebok adopt to understand this target market? What types of key insights were gained these methods?

In 2003, Reebok took a risk, throughout Super Bowl XXXVII, they marketed one of the most dominant viral marketing campaigns in history, the infamous Terry Tate—Office Linebacker advertisement. This commercial was geared to Gen Xers who found office satire relatable and funny. Shows such as the office and movies like Office Space were top-rated among Gen Xers. Rebook capitalized on this, and it paid off. The ad was an instant hit. It created water cooler chatter in offices across the world. It was so successful that it spawned its web series. Despite all its success and the ability to connect with Gen Xers, did the ad deliver on its purpose and help Reebok sell more shoes?