New Platform Focuses on “Removing Barriers to Enjoying the Outdoors”
Leading outdoor performance brand, Merrell, announces its new integrated brand platform ‘Do What’s Natural.‘ The platform will debut with a new integrated marketing campaign, including traditional advertising and consumer activation through social media, ambassadors, and partnerships. Merrell’s new rallying cry speaks to the individual outdoor instinct in each of us and will inspire young-at-heart adventurers to make the outdoors their own. The new brand platform will launch in early March.
“For 35 years we have been making the best outdoor products in the industry and we are now making the largest investment we have ever made to tell that story through ‘Do What’s Natural,’” said Linda Brunzell, Chief Marketing Officer. “Our messaging, content, and product will be focused on our belief that nothing should get in the way of enjoying active outdoor adventures.”
The ‘Do What’s Natural’ platform will expand across all marketing channels with:
– A rich social and advertising campaign encouraging our young-at-heart-adventurer consumers to make the outdoors their own by doing what feels right/natural. The messaging will contain a balance of wit and grit that represents the performance and playfulness consumers associate with the Merrell brand.
– The development of a Global Ambassador Team, who embody their love for the outdoors through their work, for strategic activations to help share the brand story with new adventurers.
– The multi-year global partnership with the world’s largest event series, Tough Mudder. In the spirit of Merrell’s commitment to bringing outdoor experiences to wide and new audiences, the partnership will unite two brands with worldwide communities of outdoor enthusiasts who value teamwork, fun, unique experiences along with physical and mental challenges.
– A redesigned launch of www.Merrell.com and Merrell stores, will feature a cohesive new design that highlights meaningful and engaging content that brings the Merrell story to life and enhances the consumer experience both in-store and online.
“With our ‘Do What’s Natural’ integrated campaign, we want consumers to experience Merrell – anytime, anywhere,” added Brunzell. “We will provide a first-in-class experience at every touch point and will engage with our consumers like never before.“