Hiking boot brand Merrell is reaching out to those who are “young at heart” through a new brand platform that will encourage consumers to make the outdoors their own by “doing what’s natural”.
Merrell’s “Do What’s Natural” campaign will roll out across various channels including traditional advertising and direct engagements with consumers through social media. The brand’s messaging will be a mix of wit and grit that consumers have come to associate with the brand.
Merrell hopes to create a new brand experience through a redesigned website and store makeovers, as well as developing a “Global Ambassador Team”, who embody their love for the outdoors through their work, to help facilitate the brand story. Merrell has also partnered with the world’s largest event series Tough Mudder for a multi-year, global partnership that brings together outdoor enthusiasts.
“For 35 years we have been making the best outdoor products in the industry and we are now making the largest investment we have ever made to tell that story through ‘Do What’s Natural,’” said Linda Brunzell, Merrell’s chief marketing officer. “Our messaging, content, and product will be focused on our belief that nothing should get in the way of enjoying active outdoor adventures.”