Coming on the heels of the successful debut of its Gore-Tex Surround product technology at Outdoor Retailer Summer Market and the OutDoor fair in Friedrichshafen, W. L. Gore & Associates (Gore) will debut a multi-year, multi-channel, international marketing campaign, Experience the Difference in support of the Gore-Tex brand this fall. Launching in four countries, the campaign, with a seven-figure budget, will generate more than one billion impressions over the next two years through video, online and print.
Developed by German based Brand and Design Agency Zeichen & Wunder, the campaign strengthens the direct connection between brand and consumer with a distinctive visual approach that showcases the emotion of personal experience regardless of weather challenges. The campaign motifs feature close-up, emotive images of people exploring the outdoors in a split photo that illustrates comfort and weather protection in different end-uses. The creative thinking behind the campaign is to showcase the special properties of Gore-Tex product technology in all weather situations portrayed through the “Split” approach: The good weather on one side and the bad weather on the other illustrate the main functionalities “breathability” and “waterproofness” in an easy way. The split approach serves as a red thread across media through the campaign and is extensible for new designs in the future.
Specific channels of distribution include print magazines, TV programs, online and social media platforms, Out of Home and cinema.
The spring/summer 2014 season was the start of a significant and compelling brand program for Gore-Tex footwear, said Tom Bugg, global brand manager at Gore. Over the next several years, the company will continue to increase its investments to further strengthen the brand. In 2013, more than 34 million Gore-Tex products were sold in more than 50 countries.
