Keds to Launch Spring Branding Campaign

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The Keds Corp., Lexington, MA, said Friday it will begin a new image campaign intended to deliver Keds' fashion-relevant brand message and support the brand's expansion within the casual footwear arena.

The "Keds Every Wear" campaign will run in mini-stores and as multiple spreads in fashion and lifestyle magazines. The campaign was designed by Toth Brand Imaging.

"This was a very interesting and challenging project," said Terri Rawson, Keds' vice president of marketing, "but the creative team really worked hard to deliver the end result. We had to create a compelling, visual story that communicates the brand's fashion relevance while remaining true to the Blue Label heritage. In short, we had to deliver a new brand message without alienating our core audience, which can be very tricky."

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