Today Scholl, the internationally recognised foot care, footwear and wellbeing brand, launches a national foot care campaign to inspire people to show their feet more love from day to day. The ‘Feel Foot Tastic’ campaign was created by Iris to showcase how important, and often underappreciated, people’s feet are to general well being and overall quality of life.

The campaign is accompanied by an uplifting remix of an iconic reggae track ‘Mr Boombtastic’ by Shaggy. The words have been rewritten to deliver Scholl’s key message - encouraging people to “Feel Foot Tastic” - in a playful, engaging and fresh style. This track gives the pharmaceutical brand a unique asset which differentiates it from the rest of the crowded category.

The campaign aims to revitalise Scholl’s brand identity and drive its transformation from a functional pharmaceutical organisation into a wellbeing and lifestyle space. Scholl is an internationally appreciated brand for providing the tools for people to care for their feet properly, this campaign will elevate the brand in people’s consciousness into a platform providing utility to consumers in their everyday lives.

The campaign launches with a 1 x 30” brand film and cut downs, a 1 x 20” supporting product films for 4 x NPDs, including a plater, 2in1 Footfile, Liquiflex insoles and a heel peel.

Iris has worked with Scholl since early 2022 and was tasked with steering a customer reappraisal of the brand, developing a wider association than just footcare.

Media buying has been delivered by Total Media and PR activity is being handled by RED.

Eli Vassilou, creative director at Iris said of the campaign “Over the last few years wellbeing has risen significantly up people’s list of personal priorities. Creating this campaign was about ensuring people had access to a holistic view of every aspect that feeds into overall wellbeing. Feet may not always always be considered the most glamorous part of our bodies but this campaign will remind the French public about just how critical a role they play in ensuring we can make the most out of everyday life.”

Kate Godbout, chief marketing officer, Scholl said “We’re so pleased to have IRIS as our lead agency to drive our new campaign and deliver the vision of Feel Foot Tastic. We truly believe in helping consumers to live their very best lives starting with their footcare and our new campaign will deliver the message about preventative care in a new and exciting way, creatively driving the brand in a new direction delivering in the health and wellness category”.

The TV campaign launches in France first, followed by the UK (May 8th), Australia, Italy, Greece and Portugal in the coming weeks. A digital campaign will be launched across 15 further markets, including New Zealand, Israel, Germany and Spain.