Idea: INHALE. EXHALE.

The action hydration brand, CamelBak, was looking to find their way again in the crowded consumer drinkware market. How should they position products that aren't meant for just the action, why would anyone care and why now?

The action hydration brand, CamelBak, was looking to find their way again in the crowded consumer drinkware market. How should they position products that aren't meant for just the action, why would anyone care, and why now?

Marketing

Situation

Reusable drinkware is such a crowded market space, with lots of players and not a lot to differentiate between brands or products. CamelBak knew they belonged here. After all, they are the OG hydration brand, starting back in 1989 with their hydration-pack. What they didn’t have was a way of communicating a new product line, an own-able market share and a reason to believe for the CamelBak consumer and retailer buyers alike.

Transformation

After extensive consumer research within the category, we confirmed that people have a desire to connect their passions and outdoor life to their everyday life. Their passion for sports extends beyond the activity itself. Runners aren’t always running, cyclists aren’t always riding. It became obvious that CamelBak should support every moment before or after every run, ride, or hike. We set out to celebrate connecting like-minded, passionate, active people with something they all love – the outdoors – with our new campaign, Inhale. Exhale. This repositioned CamelBak to begin its journey as a lifestyle brand, connecting to outdoor enthusiasts of all kinds, to continue their pursuits up the trail and beyond.

 

Reality/Impact

As well as launch materials, we gave CamelBak a pool of content with a strategic approach of how to connect with their varied consumer types. Leading with DTC and social campaigns for the entire year. Buyers made instant space on their crowded shelves to house these products, as they believed as much as we do about CamelBak’s ability to connect authentically with the active lifestyle market and end-users.

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Krista Carroll

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Jeremy Carroll

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Glenn Deering

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David Denham

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Joey Perry

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Jason Strong

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