Eddie. Set. Go.
How do you get people to live their adventure? You inspire them. You ring the bell. Fire the starter pistol. Sound the alarm. You create a rallying cry for the community of adventurers. One people can't ignore. That is unmistakably Eddie Bauer. And is as bold as our athletes and company. One that kick-starts people to go buy some Eddie Bauer gear, get out there with their friends, and get doing.
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Accolades
2013 Marketer of the Year Outside Magazine
Challenge / Goal
"Radical reappraisal of our brand" was the directive given by Eddie Bauer's new CEO. A new brand story was created that is a shot of adrenaline for a company with a stagnant perception. Three simple words EDDIE. SET. GO. is a trigger that shot Eddie Bauer back to an adventure-filled brand with energy and life. Media included key market outdoor takeovers in Denver, Salt Lake City, and Seattle, national print, digital, and in-store placements.
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Outcomes / Stats
- Sold out of its two marquee pieces of outdoor apparel in just three months.
- Brand consideration reached its highest point in decades.