Gore-Tex is launching its global branding campaign that showcases the position of its technologies for apparel and footwear. The new marketing initiative, using television, cinema, online/digital and outdoor media draws from nature and entices consumers to “experience more.” The communication concept, developed by Jung von Matt/Spree in Berlin, compares how nature solves an “issue of survival” with Gore-Tex product solutions. Beginning late this summer, Gore is launching the campaign around the world in Europe and North America.
The campaign is a fully integrated campaign communicating Gore-Tex product innovations. At the same time, the campaign integrates licensed manufacturers. The campaign will run online, in outdoor advertising and multiple media outlets in the U.S., including Backpacker, Field & Stream, Freeskier, National Geographic Adventure, Rock & Ice, Runners World and Womens Health. In Europe, the campaign will appear on billboards at the Munich, Dusseldorf and Zurich international airports, in trains in Austria and Poland and in such publications as Lufthansa Magazine and National Geographic. In addition, it will be extensively integrated at the retail level, and throughout other marketing disciplines such as public relations, sponsorship, trade shows and customer and consumer promotions.
“This is a global effort that mirrors our fresh branding point of view,” said Steve Shuster, brand manager, at Gore. “Plants and animals have come up with ingenious strategies to survive in their natural environments. In contrast, humans in their natural state are not as well suited to outdoor living. To make up for this, they have been equipped with inventive genius and good ideas – exactly what the Gore-Tex brand represents. Every Gore-Tex product is the result of many years of research and development, significantly enhancing the performance of the human body. This does not involve copying nature, but it does mean pursuing a common goal: perfect adaptation.”
