Outdoor performance brand Merrell is launching a new integrated brand platform in early March titled, “Do What’s Natural.” It will debut with a campaign that includes traditional advertising and consumer activation through social media, brand ambassadors and partnerships designed to speak to one’s individual outdoor instinct and inspire would-be adventurers to embrace the great outdoors.
According to Linda Brunzell, chief marketing officer for Merrell, this will be the largest investment Merrell has made to date to tell that story. “Our messaging, content and product will be focused on our belief that nothing should get in the way of enjoying active outdoor adventures.”
The campaign will include the development of a Global Ambassador Team who embody their love for the outdoors through their work as well as a multi-year global partnership with event series, Tough Mudder, which will unite two brands with worldwide communities of outdoor enthusiasts who value teamwork, fun and unique experiences along with physical and mental challenges.
A redesigned launch of Merrell.com and Merrell stores, will feature a cohesive new design of engaging content that helps bring the Merrell story to life.