COLEMAN

WHAT WE DID

Consumer Research Segmentation Strategy Brand Architecture Brand Repositioning Package Redesign Tagline Development

CHALLENGE

Coleman was having in-store trouble with its brand. They came to us for brand revitalization through packaging redesign to solve two specific issues: communication and shelf impact. As we became immersed in our “see” phase, we discovered that private label copycats were a critical threat to the Coleman brand. We suggested a revitalization to define a relevant, compelling and forward-looking brand essence. That shed light on an additional issue: Coleman had lost relevance with younger consumers. The iconic brand was associated with “grandpa’s fishing trip” and “camping with my family as a kid.” This proves a far-from-ideal fit for innovation and connecting to today’s active lifestyles.

SOLUTION

Working with Coleman, we created brand architecture and a segmentation strategy from a new and unique insight. Consumers think of the brand in terms of how far it allows them to venture: home (backyard); away from home (tailgating, picnicking, etc.); and far away from home (camping). This permitted more targeted, relevant, and cohesive marketing at shelf. The new package design leverages the brand logo as a foundational element to battle against private labels. Instead of the category standard of competing on features and benefits, which levels the playing field for private labels, we took a different tack: products appear in context; everyday people are shown in casual settings that underscore the singular Coleman way of facilitating an active life. And we evolved the positioning into a compelling and relevant call to action – “Get out there” – for everything from entertaining on the deck to camping in the wilderness. As a result, consumers recognize the familiar outdoor brand, but are drawn in by Coleman’s fresh understanding of the gear they need to help live their active lifestyles.