Coleman was an iconic brand that was losing energy and sales. With youthful, energetic messaging in national television, regional billboards, and a targeted microsite, we brought Coleman a 25% lift nationally, with a 45% lift in regional outdoor markets.
To educate retailers and create in-store presence for a new product, we created trade and consumer advertising, and educational displays that promoted the concept quickly and completely.
Coleman "Boatload of Savings" Cross Promotion
To introduce a new product on a small budget, we created a tie-in dealer promotion with Mastercraft Boats: in-store displays, a sweepstakes, and traffic-building ads. The product gained oustanding visibility and engaged both dealer and consumers.
Exponent Brand Microsite
We helped launch a new brand to extreme campers and hikers by enlisting mountain climber and teacher Mike Haugen. He used Exponent on his trek up Mount Everest, as school kids followed his blog, and he didn’t stop there: he also helped Coleman design even better gear.
Coleman Grills: Selling with Celebrity
Tailgating has an estimated 42 million participants, and ESPN’s Dan Patrick became just the right spokesperson to draw attention to Coleman products. We used his radio show and a wealth of POS, creating a season-to-season lift of core products of 123%.
Exponent Brand Relaunch Ads
Coleman raised its presence in the enthusiast sector with new products and new messaging that connected with a demanding audience. This series of ads in selected publications spoke straight to serious buyers, creating customers in a new category.
Science Class Spot - Direct Response Television
In the brand’s first experience with DRTV we leveraged kid’s curiosity, energy and personality to prove Coleman performance. A second spot featured Coleman’s extensive testing techniques. We used DRTV analytics to track extremely strong responses to each commercial.
Symphony Tent Spot
The promise of an affordable, comfortable outdoor experience was brought home to young families in this commercial, who then turned to Coleman for their next outing – as a strong rise in product sales showed.
How to Put Up a Tent Video
How do you breathe life into the mundane task of setting up a tent? A playful, instructive online how-to video of a squirrel giving droll, British-tinged advice was a hit with the 20-something target audience.