By incorporating this theme into its Christmas communication, Bata is welcoming duality as a natural part of human nature. Bata believes that instead of judging people for their "dark" or "light" sides, Bata embraces it by offering gifts for all. To bring this Christmas ritual to life, Bata stores will be adorned with window displays along with in-store decorations, all keeping to the "Naughty or Nice" theme.
As part of the "Naughty or Nice" campaign, Bata will also be offering Bluetooth speakers as gifts for every customer that spends RM150 and above in a single receipt until 6 January 2019.
Meanwhile, the company also unveiled a new brand tagline - Me & Comfortable With It - which will be featured alongside the logo from December onwards. A+M has reached out to Bata for additional information about the brand tagline.
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Jana Barbati Chadová, Bata's head of global marketing, said the new tagline is all part of the Bata evolution. While it might be one of the oldest shoe manufacturers worldwide, it is also refreshing its image.
"At the core of this is our belief in democratising beauty. The fashion industry tends to suggest people have to look a certain way. We absolutely disagree with this. We believe we are all beautiful and we want to celebrate that by asking people to think along the lines of ‘I’m me, and comfortable with it’,” added Chadová.