Shoe manufacturer honored for brand management and brand spot
At the German Brand Award, which was presented on June 13 in Berlin, Tamaris won twice this year: Gold in the category “Excellent Brands – Fashion” as the highest award for excellent brand management and an additional Winner Award for the emotional brand spot “Together we are strongest”.
Having become known for decades through classic media such as TV and out-of-home, Tamaris is now increasingly shifting its communication to digital channels. Emotional assets promote the bonding of a growing and diverse community. At the same time, Tamaris is developing into a lifestyle brand that offers complete looks for different occasions.
The independent 12-member jury of the German Brand Awards justified the award to Tamaris as follows: "Over the past five decades, Tamaris has developed into one of the best-known shoe brands in Europe with its purist advertising in the classic media. In order to also survive in the increasingly relevant digital channels, the company has decided to emotionally charge the Tamaris brand. This is achieved with a contemporary and coherent staging of attitudes to life in words and images, which beautifully reflect the realistic everyday worlds of the community and thereby create a high degree of closeness and involvement. The fact that the range is being expanded at the same time and that the brand will in future stand for a complete look and lifestyle experience that encompasses the entire body from foot to head is consistent and proves the power behind the Tamaris brand. A positioning that is as clear as it is differentiating in its price segment, which ensures that the brand is highly recognizable in a challenging environment."
The 60-second brand spot entitled “Together we are strongest”, which was created in collaboration with the Hamburg-based creative and production agency FJUL GmbH, also convinced the jury.
