The real thing or nothing

Says Chantelle Burrows, marketing director of Converse, "As with all star brands, Converse has been copied by wannabee brands all over the world. The brand withstands pressure from knock-offs by the strength of the brand and its history and influence with its market.

"To our Converse consumers, we say: 'Keep it real. Don't settle for fakes!' It is the person on the street's support of this great brand that moves the audience - that gives the current marketing campaign credibility."

The advertising spans above- and below-the-line media. A series of billboards, print and tactical initiatives have been launched, using various elements to provoke and carry on a debate while inviting people to make their own pledges to the brand and align themselves with the original original.

"Our brand is the original original. Chuck Taylor's unique design, launched in 1923, revolutionised footwear and the design was so successful that hipsters and trendoids are still wearing Hi-tops today," says Burrows.

"The brand is highly popular among the 18 to 24 age group who are unlikely to purchase anything but the real thing, but we find it distasteful when major brands act like counterfeits and attempt to knock off our products."

Converse was recently voted "second coolest local label" in the Sunday Times Generation Next Survey, and the Markinor Top Brands Survey measured it in the top ten last year.