Easy Spirit Links to Sony, Blockbuster

Brandweek,  June 12, 2000  by Sandra Dolbow

Tags: Blockbuster Inc., Sony Corp.

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Easy Spirit is stepping into fall with new print ads featuring celeb spokesperson Cybill Shepherd and a promotion with partners at Blockbuster Video and Sony that revs up the message at retail.

Fall ads will run September-November in InStyle, Elle, More, Mode, Ladies' Home Journal, Martha Stewart Living, Better Homes & Gardens and Walking. Lifestyle-oriented images shot by New York photographer Peggy Serota show Shepherd laden with boxes on a shopping spree, relaxing in a bubble bath and on Hollywood's Walk of Fame. Stitch-in cards running in conjunction with the ads, created in-house, tout the in-store promo.

A tagline running across the bottom of each ad offers a single-word theme: "spirited, confident, satisfied, comfortable, loving, expressive, giving, peaceful, independent, caring, playful and free."

Spending was not disclosed, however, Easy Spirit spent $4.1 million on ads last year, per Competitive Media Reporting.

The "Entertain Your Spirit" promotion, which includes a gift-with-purchase offer, taps into consumers' interest in entertainment, particularly movies. With the purchase of full-price Easy Spirit shoes from October 5-22, customers receive a card redeemable at Blockbuster for two free movie rentals (an $8 value).

Consumers can also enter a drawing to win a remote-control, Dolby Digital Sony CD/DVD player. The prize, along with a ballot box, will be on display in many major account doors.

Participating retailers will hype via newspaper circulars, bag stuffers and blow-ins. In addition, scratch-off cards good for prizes from $l-20 will reward employees for Easy Spirit sales.

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