Dr. Scholl's wants to massage its arthritic image.
The 106-year-old company began airing television ads Monday to recast its orthopedic shoe inserts as "energizing cushions" that help people live life to the fullest.
The campaign will replace the brand's popular "Are You Gellin'?" commercials, which featured actors in stressful situations being transformed by the gel inserts into a relaxed mood.
Company executives hope the new "Get Up and Go" tag line turns attention to how the inserts might enhance a range of lifestyles. They want to dispel the idea that Dr. Scholl's products are only for older people who have aches and pains. The first ad shows a break-dancer slipping a gel pad into his shoe before flipping in the air.
Dr. Scholl's already has strong brand recognition, so the new campaign aims to connect with customers who don't bother seeking a remedy for their foot pain, said Jim Mackey, senior vice president of Merck Co., which acquired Dr. Scholl's with its purchase of Schering-Plough Corp. in 2009.
The "Are You Gellin'?" commercials had grown stale after seven years, Mackey said.