Maseur Footwear has partnered with boutique communications and content production agency, The Concierge Agency, to bring back the brand's '90's mascot, Sven.

Sven, a jovial Nordic masseuse, was a key part of the brand's messaging that Maseur sandals could massage your feet as you walk. Maseur Footwear, renowned for its orthopaedic sandals, experienced a resurgence of interest across all demographics during the pandemic.

The new ad campaign features two TVCs spotlighting Maseur’s distinctive ranges: Original and Gentle. The Original range offers an invigorating massage experience with its iconic footbed of nodules, while the Gentle range is designed for a smooth, soothing massage.

"It was a joy to be able to bring Sven back, a fresh yet familiar face, designed to captivate today's modern audience," said The Concierge Agency production and artist director, Renee Tappenden.

Maseur Brand Manager, Ed Sugiaman, said: "Our sandals have been iconic with a history of more than 30-years in Australia. The Team have done an amazing job in reimaging and bringing to life the brand and our character with a cheeky and playful tone that is truly distinctive."

"At The Concierge Agency (TCA), being entrusted with an iconic ad or character feels like a true honour. It's not just about executing a campaign; it's about safeguarding a legacy, understanding the weight of what this character represents, and elevating it in ways that resonate with today's audience while preserving its essence," said founder and director of The Concierge Agency, Danielle Williams. "TCA’s success in this partnership with Maseur stems from our deep-rooted understanding of brand storytelling and innovation. We bring a blend of creativity, attention to detail, and respect for the heritage of the brands we work with. Maseur’s commitment to quality and comfort aligned seamlessly with our approach, making it a collaboration built on shared values."

Maseur’s spring/summer 2024 campaign is now live on broadcast TV and the Maseur range is available online at all good pharmacies.