Comfit NUO
Services
Product Development
Product Naming & Positioning
Campaign Creative
Retail POP
Internal Presentations
About Comfit NUO
In 2014, The Bata Shoe Company set out to generate some new energy internally and to "reignite the spirit of creativity" within its development teams. Consumers research found an almost universal sentiment that Bata was a reliable and trustworthy brand, but also one that was behind the times and for “older people”. The Bata Innovation Lab (BIL) was created, and set out to uncover new product concepts and technologies that show consumers that Bata is still relevant.
The Project
We were asked by BIL to get involved very early in this project. We did preliminary conceptual and positioning work to seek internal approval for go-ahead, and then pursued a full product naming, positioning and branding exercise. We developed a complete story for NUO, all the way from integration of comfort technologies within the product, to a complete retail presentation plan.
We tried to find a highly commercial approach to the presentation of the NUO product. We wanted a proposition that would be very bold within Bata retail, and also tell consumers that they should pay attention to a change occurring within a brand that had begun to feel out of date.
NUO is a pure comfort shoe. We built a story around a three-part total comfort system that consumers loved.
The project was a complete program of targeted product development and an accompanying integrated campaign.
The campaign included merchandising and in-store advertising. Custom packaging and staff apparel promoted visibility of NUO.
