ASICS ‘Stop At Never’: tried and tested route

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Torture tests or laboratory tests are a tried and tested (no pun intended) way of demonstrating a product feature, usually that of toughness or durability. Samsonite did that ages ago with a chimp pouncing on the suitcase ; they are doing it now for one of their sub-brands with a car smashing into the luggage.

ASICS America’s new campaign (incidentally, Anima Sana In Corpore Sano, meaning “A Sound Mind in a Sound Body,” is an old Latin phrase from which ASICS is derived and the fundamental platform on which the brand stands) is doing the rounds of ad blogs for an interesting new ‘test’ based campaign. The website ‘Stop At Never‘ features a set of videos which dramatize a particular feature.

Here are a couple of videos: one highlighting the ‘cushioning’ aspect and the other ‘training’:

There are other interesting ones like a ‘pasta‘ test and so on.

Interesting how a single campaign change perceptions about a brand. I think the claim of ‘technologically advanced’ sticks when you actually demo the ingredients that make it so. I like.


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