LaCrosse Footwear launched a new brand campaign that pays tribute to the hard-working people that have defined the “LaCrosse family” since 1897.
Launched in July 2016, the new advertising campaign is a culmination of brand strategy and target research conducted by Shine United to refine the LaCrosse Footwear brand messaging.
“I have a deep respect and admiration for the people who wear our boots every day – they are some of the hardest working, most dedicated individuals out there – and it was important to me that we built a campaign that was genuine and accurately represented them,” said Nicole Orr, senior marketing manager at LaCrosse Footwear. “This campaign is two years in the making and we couldn’t be happier with how it came together. Shine really understands our brand and our consumer, and as a result, they have built messaging that not only speaks to the great folks who wear our boots but it also connects with them on an emotional level.”
The campaign targets both hunters and those living a rural lifestyle through full-page print advertising, digital display advertising, brand and product video, national television commercials, in-store point of sale materials, radio and out-of-home advertising. Shine United expects the campaign will grow consumer preference and loyalty, as well as increase awareness and consideration from both audiences, as a result of the campaign that runs through spring 2017.
The 60 second video, titled “We Build Our Boots For You,” spans the environments the LaCrosse lifestyle represents. The ad can be seen here. Print ads feature photography of waterfowl and bow hunters.
“LaCrosse Footwear, and its customers, are authentic and reliable to the core. They value tradition and the legacy they will leave behind,” said John Krull, creative director at Shine United. “This campaign does an excellent job resonating with those customers and championing the family of hard-working people that is LaCrosse Footwear.”
