COLEMAN

The challenge

Coleman, the outdoor heritage brand, approached our team at a time when they recognized that they were no longer in a battle of supremacy within the outdoor recreation space but rather a battle of relevance. Our task was to develop a campaign to modernize the brand's perception while ushering in a new era of Coleman faithful.

William Coleman-Founder

Common theme

After carefully reviewing multiple outdoor recreation brand ads and social profiles, our team noticed a glaring trend. Nearly all outdoor brands, including Coleman, platform themselves on “Serious Adventure,” which often portrays a one-size-fits-all approach to spending time outdoors. This ongoing narrative undermines the idea that adventure can occur anywhere other than the wild outback.

why they’re winning

When identifying how competitors are surpassing Coleman in capturing the hearts of millennials and Gen Z, three key factors stood out.

Innovation
Dedication to quality
Environmental responsibility

Why it could work

According to the Center for Sustainable Systems at the University of Michigan, it is estimated that the percentage of people living in urban areas in the United States has increased from 64% in 1950 to 83% today. By 2050, it is projected that 89% of the U.S. population and 68% of the world population will live in urban areas.

the insight

The journey has never been about the location, but it's always been about the story.

the idea

As Coleman's headquarters are located in the windy city of Chicago, we thought it would be the ideal place to launch our initiative. We created a campaign that encourages everyone to embrace their unique way of experiencing the outdoors, no matter where they are. There are no set rules for exploration, as beauty can be found in every street corner, neighborhood, and zip code. There is no "right" way to enjoy the outdoors, so go out and explore the Coleman way.

the revelation

No outdoor recreation brand has positioned itself to cater to the common city adventurer. When we think of the outdoors, we often imagine lush wooded trails, sprawling mountains, and a bonfire. However, this is the image that has been marketed to us. We don't realize that the outdoors can be anywhere we choose to make it. It could be the rooftop of a parking deck that provides the best views of the city or perhaps the adventure we seek is just a missed train stop away, where we may discover a place we never knew existed.

the target

Urban living millennials and Gen-Z seeking attainable and budget-friendly adventure alternatives within the city.

the strategy

“DO THE OUTDOORS DIFFERENT”

The growing issue

Coleman's brand identity and loyal base are showing signs of aging. According to our research, which involved examining outdoor recreation forums, conducting surveys, and one-on-one interviews, a significant number of people associate Coleman products with their parents' or grandparents' generation. Coleman's most dedicated customers tend to be between the ages of 40 and 70. In contrast, other established competitors like The North Face, Patagonia, REI Co-op, and RTIC continue to appeal to younger audiences despite their higher prices.