Objective:

• Columbia Sportswear sought to create a soft spot for its rugged brand to increase awareness and grow sales. By combining humor that reinforced the brand’s disctinctive personality with functional product descriptions, the brand connected with its target.

Target Audience:

• Adults 18 – 34, skewing toward men with an interest in snow sports.

How Magazines Were Used:

• Magazines provide the most efficient vehicle to build on the connection with core outdoor enthusiasts, while supporting the brand product line to a growing mass audience in a timely manner.
• The magazine format allows for visually distinctive communications showing the Columbia brand personality.

Results:

• Results provided a smile. Total brand awareness increased +14% among the key 23 -29 age group, and 2002 net sales increased +4.7% over the prior year.

Industry Awards:

• 2003 MPA Kelly Finalist

Other Recognition:

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