2. What is a controversial campaign ?
It’s disputation concerning a matter of opinion
about an ad
3. BRIEF PRESENTATION
• It was created in 1960 by Monte
Goldman
• They produced bags only for the US
Army and fishermen up to 1976
• Famous for its backpack in
highschool
• Eastpak sales more than 100
millions euros every year.
6. Controversial PR campaign of Eastpak
Campaign for bags
A woman killed a man to
take his bag
Bag is shown like a
trophy
7. Why is it controversial ?
Victim
Scary
trophy
Hunter
doesn’t
deserve on
the wall
which shows
the absurdity
of the hunt
Bloody knife
8. PR Plan - SOSTAC
Situation
analysis
• sleazy image
Objectives
• expand the target
• show a better image
• increase sells
Strategy
• Change the add and make it more attractive, ethical and
responsible
9. PR Plan - SOSTAC
Tactics
• Make a reference to the slogan
Action
• Increase communication and create the new
add
Control
• See what people think about it troughout the
campaign and see if sells increase or not
Increase sells, affect new public, possibility to develop new product, give an ecological
side to the brand
10. The new campaign
No scary faces
No blood, no murder,
Not dark/gloomy
With real animal
Another glorification of the bag
The bag appears as if protects the animal to show
its resistence
11. Preference
Bad image
Dark side
Shock
Not moral
Ethical dimension
To win
new shares of the
market
New expectations
from consumers
The first campaign Our new Campaign
