PR Campaign Analysis for CAT Footwear Launch

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Campaign Analysis

Caterpillar Inc. is one of the world’s leading brands in Construction, mining equipment and others in their field of expertise. They have been big in the business for over five decade and on-going. Caterpillar has gone from selling machinery and construction equipment, but has expanded their company and has started the distribution on clothes and shoes as well. Also, over recent years we have seen their clothing line expand from what was used by construction workers to daily casual wear today. Originally Cat Footwear was a small division composed of work boots designed to supply the consumer with comfort and durability that met the challenges of the worksite. (Rainemagazine.com, 2013). CAT had decided to add a spark to their clothing line by starting a campaign towards the latter half of 2009. In 2009, the campaign “EARTHMOVERS” had commenced, giving the public both still photography of models and video’s. Caterpillar had hired the company Gertrude Inc. which is an independent global marketing and marketing service agency to promote their upcoming line of clothing and footwear. According to Caterpillar Inc. an Earthmover shows the strength, passion and courage to positively affect the world around him, also, earthmovers surprise us, challenge us, and inspire us.

After Gertrude was hired, Caterpillar laid down the objective of the campaign and what they are trying to achieve out of it. CAT has concentrated on a free-running edge to their new kicks, without forgetting the original Cat Footwear dedication to values of innovative comfort, durability and high-tech features (Knowledge Magazine, 2010). This was not an easy task for Gertrude as the company wanted this campaign to go global and not just to the U...

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...and Social Media. [online] Brandingstrategyinsider.com. Available at: http://www.brandingstrategyinsider.com/branding-and-social-media/page/4 [Accessed 24 Apr. 2014].

Smith, W. (2012). Branding Strategy Insider | Branding and Social Media. [online] Brandingstrategyinsider.com. Available at: http://www.brandingstrategyinsider.com/branding-and-social-media/page/4 [Accessed 24 Apr. 2014].

Spencer, B. (2009). DCM - CAT Footwear Launch Earth Moving Cinema Campaign. [online] Dcm.co.uk. Available at: http://www.dcm.co.uk/blog/2009/10/01/cat-footwear-launch-earth-moving-cinema-campaign/ [Accessed 24 Apr. 2014].

Thegoodpitch.com, (2014). Communication Strategy. [online] Available at: http://www.thegoodpitch.com/ [Accessed 18 Apr. 2014].

Weareliquid.com, (2014). Liquid | Branding. [online] Available at: http://www.weareliquid.com/branding.aspx [Accessed 15 Apr. 2014].

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