The Outdoor Enthusiast’s Choice
Campaign branding needs to work with corporate identity to create excitement about a specific movement, event or concept designed to lift up and support the organization’s mission. In this case, a brewery’s cans had been adopted by segments of the outdoor adventuring community and VFC formalized the relationship by calling Sly Fox Beer The Outdoor Enthusiast’s Choice, and branding the campaign with a clever and unique logo representative of multiple targets.
Launching The Outdoor Enthhusiast’s Choice campaign called for significant collaboration between the brand and distributors as well as endemic partners like bike shops, climbing gyms, fly fishing shops and various outfitters. Delivered with a complimentary case of beer, the campaign could disseminate to the targets that frequented those merchants extending the idea that this product was perfect for their clientele.
Involving actual outdoor enthusiasts was integral to The Outdoor Enthusiast’s Choice campaign and VFC identified local ambassadors, well known in their specific disciplines—people who we knew supported the brand but were avid runners, cyclists, kayakers, climbers, etc. Scheduled content supported the campaign objective of creating messaging that targets could specifically identify with so that, in the end they’d purchase the product for their own outdoor adventures, creating a conversion.
All of the content for The Outdoor Enthusiast’s Choice starts in an organized web presence. A micro-site presents the campaign mission and speaks clearly to the target while showcasing individuals they can identify with, ambassadors known for supporting the brand and their specific outdoor endeavor with passion.