Cat Footwear is trying to break new ground.
The workboot brand aims to bring in a different consumer this fall with a new casual line of products and an updated marketing campaign.
“The brand is big and powerful from a fashion perspective around the world,” said Dani Zizak, VP of global marketing at Cat Footwear. “But in the U.S., we’ve always been known as just a workboot company.”
With a fashion-forward American consumer in mind, Cat launched #Earthmovers, a brand ambassadorship program that enlists young, influential personalities such as singer Tyler Hilton and NASCAR’s youngest crew chief, Luke Lambert.
Here, the marketing executive offers a glimpse at Cat Footwear’s new campaign.
1. Why was now the time to launch this new campaign?
DZ: This is our relaunch of the casual business in the U.S. The brand is big and powerful from a fashion perspective around the world, but in the U.S., we’ve always been known as just a workboot company. We feel that now is our time. The product looks amazing and the trends are right for us. Fall is the season that kicks off everything. There’s been a great response from our retail partners, and sell-throughs are fantastic.
2. What’s the main marketing message for this category of footwear?
DZ: Our new campaign is called Break New Ground and it’s about the feeling behind our label. We have our brand ambassadors — our earthmovers — who we feel represent our target consumers. They’re artists, musicians and charity founders. It’s a great mix of young and exciting consumers, and we really want to push our campaign to get more people involved in the brand.
3. What are the challenges in trying to reach this new consumer?
DZ: Right now, it’s making people aware that Cat is in this business. Our biggest challenge is awareness. When people see the line, they’ll get the connection and they’ll understand the heritage and the authenticity that the product represents. It’s just bringing it to a new consumer audience that isn’t familiar with the brand in this form.