Tested Tough, la nouvelle campagne de marque de Columbia

Columbia s’inspire de son histoire dans la nouvelle campagne de marque globale : Tested Tough.

Pour la petite histoire, cette nouvelle campagne s’inspire de la toute première de la marque « Tough Mother » qui mettait en scène Gert Boyle, fondatrice de Columbia et son fils Tim Boyle, qui est actuellement le PDG de la société.

Dans cette campagne, on retrouve Gert Boyle aujourd’hui âgée de 91 ans ainsi que les employés de Columbia qui sont mis à contribution pour tester les créations et proposer des produits toujours plus performants. Les tests sont faits dans des conditions naturelles extrêmes : vent, neige, froid, pluie… toujours avec humour.

« Tested Tough n’est pas juste une campagne de communication ou un slogan, c’est la promesse de nos 77 ans d’expérience. C’est ce qui motive chaque employé à concevoir et distribuer des produits de qualité. La campagne de marque Tested Tough démarre cet automne et devient la plus importante campagne globale de notre histoire. Nous sommes impatients de mettre en avant la rigueur et l’enthousiasme avec lesquels nous testons les produits Columbia à deux pas de chez nous, à Portland,  dans l’Oregon au cœur du Pacific Northwest. » déclare Stuart Redsun, Directeur Marketing de Columbia Sportswear Company.

Un important plan média débute en ce début de mois d’octobre : publicité télévisée, affichage, insertion presse et digital. Au total, ce sont 63 marchés à travers le monde qui seront touchés (Europe, Asie, Amérique du Nord et du Sud). Les réseaux sociaux seront aussi un lieu important de relai de la campagne « Tested Tough ».

Un espace dédié à la campagne à été créé sur le site internet de Columbia Sportswear, accessible ici.

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