Columbia Sportswear - Tested Tough
The campaign cleverly blended tradition with modern marketing by featuring celebrities like Zac and Dylan Efron undergoing rigorous product tests, effectively engaging a younger audience while honoring the brand's legacy.
A standout feature was the return of 91-year-old Chairman Gert Boyle, who became iconic for her tough product tests, such as sending her son, CEO Tim Boyle, through challenging scenarios to ensure product durability.
The campaign targeted outdoor enthusiasts and millennials, aiming to connect with consumers who value durability and authenticity in their apparel choices.
TARGET AUDIENCE
About the
Campaign -
The campaign cleverly blended tradition with modern marketing by featuring celebrities like Zac and Dylan Efron undergoing rigorous product tests, effectively engaging a younger audience while honoring the brand's legacy.
Core Theme of the Campaign -
1. Revival of a Legacy: Reintroduced the "Tested Tough" tagline, emphasizing Columbia's longstanding commitment to product durability.
2. Celebrity Engagement: Featured influencers like the Efron brothers testing products in extreme conditions, enhancing brand appeal.
3. Global Reach: Launched across 63 countries, achieving over 1.2 billion impressions and significantly boosting brand visibility.
4. Multimedia Approach: Utilized TV spots, print, digital, and social media to showcase rigorous product testing scenarios.
5. Authentic Storytelling: Highlighted the Boyle family's hands-on approach to product testing, reinforcing brand authenticity.