Cara Coffin
edited.jpg

Creative Brief

Creative Brief

 
columbia-sportswear-logo-vector.jpg
 

 

Overview

The Ask

Write and present a brief to the Martin Agency seven weeks into the program.

Findings

The outdoor apparel category is crowded. As a result, there is a good chance consumers own a combination of brands emphasizing the need for Columbia to differentiate themselves.

Strategy

Columbia is the Everyday Warrior’s weapon of choice against the elements.


It Started With A Little Research…

After a competitive analysis, it became clear that Patagonia, Northface, and Columbia’s messaging all looks and feels very similar.

 
 

But do consumers see these brands as that similar?

The best way to find out is to ask consumers what they think…

so I set up a picture sort.

As people walked by I asked them:

“Who do you think is wearing Columbia, Northface, and Patagonia ?”

 
Note: Pictures depict outdoor activities ranging from leisurely to extreme.

Note: Pictures depict outdoor activities ranging from leisurely to extreme.

 

After collecting all the votes, the results were clear…

 
 

So What Does This Mean For Colombia?

Columbia should differentiate themselves by playing to their

strengths and own making clothing for the everyday.

Because at the end of the day…

Mount Everest isn’t the only place with a forecast for snow.

The Amazon Rainforest isn’t the only location it rains.

The Sahara Desert isn’t the only spot where the sun has no mercy.


Who Should Columbia Be Talking To?

The Everyday Warrior

Whether you are grabbing groceries in the rain, shoveling your walkway in the dead of winter or walking to the metro in the blistering summer heat—Columbia’s got your back.


Strategy:

Columbia is the Everyday Warrior’s weapon of choice against the elements.


 

Partners In Crime: Aaron Lee and Rachael Sherman

Class : Account Planning