Bata stresses its non-Singaporean antecedents in ‘New Since 1894’ campaign

Among the ads from Bata’s ‘New since 1894’ campaign are a few executions which specify that the long-lived footwear brand is not in fact of Singaporean origin.

Celebrating Bata’s 125th anniversary, the campaign includes revitalised advertising and promotions. For instance, in Singapore, the footwear brand conducted the ‘Bata Red Parade’ featuring a group wearing nothing but red zentai suits – a head to toe skin tight garment – heading through malls and other locations in the central business district. The campaign is also being used to address popular misconceptions around the origins of the Czech brand. It is an issue Bata struggles with in many markets where it has been present for several decades, resulting in it being viewed as a local brand and therefore not as premium as the relatively new international brands.

According to Bata, the spirit of the campaign will move past advertising and dictate everything from footwear collections to store concepts. Speaking about the campaign Bata Singapore country manager Jek Long said: “We are thrilled to introduce the ‘New Since 1894′ campaign and share our latest innovations with everyone.

“We are proud of how far Bata has come, from its humble beginnings in Czech Republic and its rich heritage throughout the ages, to its success right here in Singapore.

“We hope our fans will continue to be part of our journey as we embark on bigger, better things in the future.”


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing