Brand Tracker

Welcome to the automated Brand Tracker diaries.

Finland

Finnish Brand Halti Celebrates 50 Years This Year and Launches Modernized Versions of Iconic Products

Brand: Halti

Campaign: 50th Anniversary Product Launch

Source: https://www.markkinointiuutiset.fi/artikkelit/suomalaisbrandi-halti-tayttaa-tana-vuonna-50-vuotta-ja-tuo-markkinoille-modernisoituja-versioita-ikonisista-tuotteistaan

Goal: To celebrate 50 years of design expertise and modernize iconic products.

Claim: Honoring 50 years of design expertise.

Summary: The Finnish outdoor and sports gear brand Halti is celebrating its 50th anniversary and is launching modernized versions of its iconic products, such as the Halti 1976 Down Parka. The company aims to strengthen brand awareness through partnerships with athletes and is focusing on international growth. It emphasizes sustainable practices and the use of recycled materials in its design.

Global

How Columbia’s marketing breaks through with fax machines, flat Earth

Brand: Columbia Sportswear

Campaign: Engineered for Whatever

Source: https://www.marketingdive.com/news/how-columbias-marketing-breaks-through-with-fax-machines-flat-earth/829991/

Goal: To attract new customers and create standout advertisements

Claim: Engineered for Whatever

Media: Direct mail, influencer partnerships, activation stunts

Summary: Columbia Sportswear, under Head of Marketing Matt Sutton, has embraced an edgier marketing strategy with its 'Engineered for Whatever' campaign. Notable efforts include a unique activation where customers can fax orders to receive a free fleece. The campaign has garnered significant attention, including winning the Grand Prix at Cannes Lions for a stunt involving flat Earthers. The approach aims to attract new customers and rekindle the brand's heritage of humor and boldness.

brand experience humor in advertising outdoor apparel