Blog: Cold winter in store for Puma models?

Joe Ayling | 24 September 2009

Puma's marketing team makes light of the recent economic crisis for its latest tongue-in-cheek advertising campaign.

The German sporting goods firm has created a sexed-up stock index to promote the firm's new bodywear range.

The Puma Index website, launched through The Huffington Post, features models whose level of dress is dependent on how well global stock market indices are performing.

As the stocks go down, clothes come off; and as stocks rise, models get dressed.

“The Puma Index is our own cheeky commentary on the economic state today and a way to approach the discussion with a bit of levity. Think of it as a marketing tool that delivers news you can use — market updates — in a manner that makes you smile,” says Antonio Bertone, chief marketing officer for Puma.

The site allows consumers to monitor the Dow Jones Industrial Average, DAX (Germany) and ASX (Australia), and users can choose from a male character or one of the three female characters.

When stock exchanges are closed in a user’s time zone, his or her selected model will be seen sleeping.

The marketing idea would surely have been unthinkable this time last year, when Lehman Brothers' collapse in the US triggered a global banking crisis.

Puma's "cheeky" website would suggest that either the economic landscape is stabilising, or that the company is now ready to move on.

Either way, Puma itself will be hoping its models wrap up warm and don't have too many sleepless nights.

By Joe Ayling, news editor.


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