EE Exclusive: How Hush Puppies Aced The Experiential Marketing Game With Its Mascot
In honour of Hush Puppies' 65th anniversary, Bata India orchestrated a month-long celebration. The festivities kicked off with a yoga session alongside adorable puppies, accompanied by exclusive discounts at Hush Puppies stores and bata.com. The grand finale featured the unveiling of a monumental installation showcasing the beloved Hush Puppies Basset Hound mascot in Gurugram.
In an exclusive chat with Everything Experiential, Badri Beriwal, Chief Strategy & Business Development Officer, Bata India talks particularly about leveraging experiential marketing in a big way for its 65th anniversary, paying tribute to the iconic Hush Puppies’ basset hound mascot, puppy yoga being included as part of the overall brand experience, and more.
Edited excerpts:
How did Bata India leverage experiential marketing to celebrate Hush Puppies' 65th birthday?
Hush Puppies has been synonymous with timeless elegance and its iconic Basset Hound mascot has been a customer favourite. To mark the 65th birthday of Hush Puppies, we wanted to celebrate in a unique way and spread smiles through the brand values of ‘Be True, Be Comfy, Be Bright, Be Bold’.
The celebrations kicked off with a delightful Puppy yoga session in the company of the furry friends of the Basset Hound. The restorative yoga with puppies perfectly embodied Hush Puppies' ideology of living life on the bright side.
The biggest and the most unique surprise was the unveiling of the larger-than-life installation of the Hush Puppies mascot, first-time-ever in the industry. A gigantic basset hound-themed van circled the city streets, turning heads and leaving a trail of smiles and excitement. Its vibrant and playful design drew the attention of both young and old, sparking conversations and igniting curiosity. As captured in the film, the excited faces of the passersby were a reminder that a touch of creativity and whimsy can bring unexpected delight in the midst of daily life.
In what ways did Bata pay tribute to the iconic Hush Puppies’ basset hound mascot during the experiential marketing campaign?
Our 65th-anniversary celebration for Hush Puppies wasn't just a marketing campaign; it was a love letter to the brand’s most endearing mascot, the basset hound. The centerpiece of this celebration was a colossal Basset Hound-themed van, an industry-first innovative initiative towards brand activations.
We wanted to share this moment with cherished customers as well and for that the van visited the homes of select loyalists distributing smiles, cakes & special offers. This personalised touch resonated deeply with customers and amplified Hush Puppies brand ideology ‘Live Life on the Brighter Side’.
How did Puppy yoga contribute to the overall brand experience for Hush Puppies?
Puppy yoga played a multi-faceted role in contributing to the unique brand experiences that we wanted to bring to our customers. The combination of yoga, known for its focus on mindfulness and well-being, and puppies, symbol of joy and playfulness, perfectly captured Hush Puppies' core values of optimism, comfort, and bringing joy to everyday life. This unique activity showcased the brand's commitment to fostering positive experiences and promoting balance in one's life.
Can you share details about the 65-year legacy of Hush Puppies particularly focusing on craftsmanship and design?
Hush Puppies, with its iconic basset hound mascot, has a rich history of style and comfort for the past 65 years. From the get-go, Hush Puppies prioritised comfort and this focus on comfort continues today, with elevated classic shoes with innovative technologies such as ZeroG, Bounce and Ortholite cushioning to ensure pillowy-soft steps in every stride.
Hush Puppies isn’t just a brand that boasts about comfort, it’s also a pioneer brand that celebrated the its philosophy of a ‘Better and Brighter World’ by designs that enable people to express themselves through their footwear. The 90s saw a revival of Hush Puppies' classic styles but with a twist. This spirit of playful experimentation continues to define the brand, as the customers seek out latest styles and patterns to bring joy to every step.
Today, Hush Puppies offers a diverse range of footwear beyond just comfy loafers & classic formals. We cater to both men and women under the Hush Puppies portfolio with sneakers, flats, slip-ons, and loafers, available in a spectrum of colors from traditional neutrals to bright and playful shades. The brand’s legacy is about a spirit of innovation and a commitment to bringing comfort & joy to everyday life.
What role did the 3D OOH billboard for Sneaker Studio play in shaping Bata's approach to brand experiences, and how did it compare to the recent Hush Puppies campaign?
At Bata India, we believe that innovation lies not just in the shoes we make but also in how we tell our story. With the 3D OOH billboard for Sneaker Studio, we became one of the first footwear brands in India to disrupt the advertising space with the format. We were successfully able to communicate the value proposition of our Sneaker Studio, the one stop destination for a wide range of sneaker styles, and also drive enhanced brand resonance among young consumers. We are constantly looking for innovative ways to engage with our audience and it was with this inspiration that we approached our recent Hush Puppies campaign.
How has Bata India's communication strategy evolved to become more youthful and innovative, particularly in the realm of experiential marketing?
Bata India's communication strategy has undergone a shift in recent years, becoming more youthful and innovative, especially in the realm of experiential marketing. The recent campaigns for Hush Puppies' 65th birthday, Sneaker Studio 3D OOH Billboard, and influencer-led ‘Every Walk is a Ramp Walk’ are prime examples of our innovative approach.
How does Bata plan to sustain and build upon the success of its experiential marketing initiatives, considering the changing landscape of consumer expectations and market trends?
Bata India's inclusion of experiential marketing has been a refreshing splash in the footwear industry. Our recent campaigns have resonated deeply with younger audiences, proving that a deep understanding of evolving consumer preferences and innovation are the cornerstones of a successful brand strategy.
By being aware of the changing consumer trends, embracing a spirit of innovation, and prioritising personalisation and purpose, we will continue to build upon our success and solidify our position as a brand that not only offers comfort but also creates meaningful connections with its customers.
