Eastern Mountain Sports EMS - The Eastern Mountain Way
The humor and self-awareness make the brand relatable, acknowledging past failures and focusing on re-engaging customers with a fresh perspective.
The campaign features e�Sorry About Thate� and e�Out West,e� where EMS pokes fun at itself for closing stores, with a new mascot, the e�SpokesZipper,e� adding a quirky charm.
Outdoor enthusiasts of all levels, from beginners to experts, looking for affordable gear without the "gate-keeping" associated with more expensive brands like Patagonia or REI.
TARGET AUDIENCE
About the
Campaign -
The humor and self-awareness make the brand relatable, acknowledging past failures and focusing on re-engaging customers with a fresh perspective.
Core Theme of the Campaign -
EMS uses humor to reintroduce itself, especially after years of store closures and ownership changes.
They joke about the brand's past struggles, making it relatable and approachable.
The ads focus on being an affordable alternative to pricier outdoor gear brands.
The campaign includes digital, TV, and influencer components.
EMS emphasizes that anyone, regardless of expertise or wealth, should be able to enjoy the outdoors.
The brand also introduces a new mascot, the SpokesZipper, for a fun touch.
A strong focus is placed on affordability, diversity, and inclusivity in the outdoor community.
EMS is also launching a new affordable gear line called the 67 Heritage Line