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TOD’S Needs Therapy

Tod’s gets back on the couch again….

“The excitement of Anne Hathaway lounging on the red sports cars seems long forgotten with the release of the Tod’s Spring 2012 ad campaign, photographed by Mert Alas and Marcus Piggott. The print advertisements seem world apart visually, the colour and excitement have all but disappeared. All that is left if Anne Hathaway, clutching a clutch, on the couch. We all need a bit of therapy at certain times in our life but I would prefer that Tod’s encourage me to do some retail therapy and not make me look at another couch! Doesn’t a “Tod’s woman” have more to do in her life than to always be seen reclining. ” – Olya Bell.

‘The Tod’s last few campaigns appear totally schizophrenic to me – with the only consistent brand message being the presence of a sofa! Perhaps the Tod’s woman needs a sofa (and a Bex and a lay down) because she is so dizzy from all the conflicting brand imagery. My first instinct when I opened my March British Vogue (P37/38 for reference) to see yet another two Tod’s women lounging about, was to think that the brand  had abandoned the Anne Hathaway campaign. My second instinct, when I discovered the Anne Hathaway Campaign was still running was to question …why have Anne Hathaway as your Ambassador and then in the same breath, and even in the same season use the everyday women reclined on a sofa . Where is their committment…where is the brand consistency?

Who does Tod’s want to appeal to in telling their story this way…we’re not sure…we’re not sure they know themselves?.” – Hannah Brooks

If you’re interested in Anne Hathaway (or her original Tod’s ad) , Tod’s and/or the effectiveness of celebrity endorsements please have a look at our previous post – Anne Hathaway v’s Gwyenth Paltrow – Does TOD’s win? – http://wp.me/p1W1qe-3D

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