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Bearpaw Debuts New Female-Focused Television Campaign

Bearpaw debuts a new winter television campaign this week with a national commercial spot to promote its NeverWet technology.

The commercial stars Bearpaw brand ambassador and “quintessential modern mom, wife and friend” Erika Frances. The commercial shows women, men and kids doing everyday activities, like sitting around a campfire and household chores, while wearing Bearpaw shoes. At one point, a girl spills water on her boots, showing off the brand’s NeverWet technology.

Bearpaw is ramping up its efforts to target women 25-49 years old through bloggers and influencers such as Frances. “This year, Bearpaw has made significant strides in sales, marketing, and expansion plans. With the new campaign, we are continuing to engage our core audience and further increasing brand awareness,” said Bearpaw President John Pierce.

The commercial airs on networks catering to ‘the modern woman and family,’ like Bravo, E!, Lifetime, Food and more during the holiday shopping season, with the tag line “Live Life Comfortably.”