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Moon aims to take Julius Marlow into orbit

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By Steven Raeburn | N/A

April 25, 2013 | 2 min read

Moon Communications Group has unveiled a new brand positioning for venerable footwear stalwart Julius Marlow.

Chris Laws of Moon

The campaign aims to “develop a new tone of voice” for the brand.

“Julius Marlow is a well-known brand that has succeeded to this day without any story to call its own. With this new brand positioning we can introduce it to a broader audience and become an active participant in Australian men’s fashion,” said Chris Laws, Moon’s general manager.

“The campaign begins the journey for shifting the way both consumers and store buyers see the brand, driving demand among customers looking for on-trend looks at a reasonable pricepoint.”

Tracey Lang, group marketing manager of Footwear and Sport at Pacific Brands said Moon’s approach took the brand from long-term strategy to immediate campaign solutions.

“Together we have built an exciting proposition for the Australian male; one our range genuinely lives up to, but importantly provides focus for growth in the future. It is influencing our whole communications mix from trade to consumer, and will help in driving our business forward in a challenging retail market.”

Moon’s campaign is entitled: “The man that makes the shoe that makes the man,” and aims to take a fun, chivalrous, and intelligent approach to modern style and the role good shoes play via video content, digital, instore, events and social.

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