Gola - Industry Issues
Production
11 JANUARY 2012
Sports brand Gola Classics launched an ad campaign celebrating its British heritage.
Created by Huddersfield agency Sharp, the new ads feature models striking sporting poses at iconic London locations including the London Eye, Tower Bridge, Trafalgar Square and the Houses of Parliament.
The campaign comes with the new tagline 'Born in Britain' and carries the message that Gola's sportswear has been made on these shores since 1905.
Background
The Gola brand was born of humble beginnings in a small factory in 1905. Since then the brand has experienced a rollercoaster ride, surviving two World Wars and various other trials and tribulations to blossom in the 1960s and 70s as the pre-eminent sportswear brand. Today Gola keeps true to its roots and has become one of the most enduring and endearing sportswear and fashion brands in the UK. With 100 years under its wings, Gola steps into its second century in style. Drawing its influences from the successes of yesteryear and building on its genuine sporting roots, Gola constantly unveils exciting new developments season on season.
Context
Plans are afoot by Gola Classics to unveil its latest advertising campaign at the forthcoming Bread &
Butter tradeshow.
The exhibition in Berlin (Europe!) will see the UK sportswear specialist unveil its latest marketing efforts on
January 18th, according to Drapers.
In a new move for the company, models in iconic London locations have been photographed in
sporting poses to mark the London 2012 Olympic and Paralympic Games and the Diamond
Jubilee this year.
Gola marketing manager Donna Hill told the news source: "We are really pleased with the new
direction the 2012 ad campaign has taken.
"We wanted to capitalise on the euphoric wave of patriotism that will sweep the UK in 2012 by
reinforcing Gola's British credentials and vast sporting heritage."(The Olympics were held in
London in 2012)
London in 2012)
Entitled Born in Britain, the campaign is intended to stress the history of the brand, which is more
than a century old.
Bread & Butter is a streetwear tradeshow and this year's winter incarnation will see leading
companies in the sector from across the world gather between January 18th and 20th in Germany.
The show has been operating since July 2001, when it was launched as a parallel event to Men's
Fashion Week.
Many more businesses than this plan to showcase their latest designs at the winter 2012 event, which
will be held in the grounds of Berlin-Tempelhof Airport.
Companies in attendance are divided into a range of categories, including Urban Superior, Treasury,
Street Fashion, Fashion Now and Sport & Street.
Founded in 1905, Gola started as a small factory and has expanded in the intervening decades to
become one of the UK's most enduring sportswear and fashion brands, combining classic styles with
modern trends.
Marketing/ Promotion
Regulation
Task 1:
Can the campaign in any way be considered misleading, harmful or offensive?
Say why. (10 mins)
Task 1:
Can the campaign in any way be considered misleading, harmful or offensive?
Say why. (10 mins)
Global Implications
Gola Trainers are a true British classic in every conceivable way. The brand is indelibly printed in the consciousness of every sports mad Brit on the planet and today this classic brand is set to shares its history, style and innovation with the rest of the globe.
Task 2:
What codes and conventions within the ad campaign have prompted this review? (15 mins)
ADVERTISING:
• Product, brand, identity and status
• Promotional strategies
• Use of international celebrities
• On-line adverts
• Facebook, Youtube
Task 2:
What codes and conventions within the ad campaign have prompted this review? (15 mins)
Distribution/ Exhibition
Task 3: Answer this question in relation to Gola Classics ad campaign only: (15 mins)
B3. How successful have your chosen texts been for their industry? [30]
Task 4: Answer these questions in relation to the Gola ad campaign
1. Who created this media message? Why?
2. Who is the target audience? What text, images or sounds suggest this?
3. What is the text (literal meaning) of the message?
4. What is the subtext (unstated or hidden message)?
5. What tools of persuasion are being used?
6. What healthy messages are communicated? What unhealthy messages are communicated?
7. What part of the story is not being told?
Task 3: Answer this question in relation to Gola Classics ad campaign only: (15 mins)
B3. How successful have your chosen texts been for their industry? [30]
Task 4: Answer these questions in relation to the Gola ad campaign
1. Who created this media message? Why?
2. Who is the target audience? What text, images or sounds suggest this?
3. What is the text (literal meaning) of the message?
4. What is the subtext (unstated or hidden message)?
5. What tools of persuasion are being used?
6. What healthy messages are communicated? What unhealthy messages are communicated?
7. What part of the story is not being told?
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