Columbia Tested Tough Brand Campaign Challenge: Brand had drifted from its roots, how do we restore vibrance and lost market share?
Real: Founders Tim and Gert Boyle (One Tough Mother). Born in PacNW. Affordable performance.
Beautiful: It shouldn’t cost a mortgage payment to enjoy the outdoors.
Expression: Revived “Tested Tough” brand platform, featuring Tough Mother/Chairman Gert Boyle
Roadmap: Streaming & broadcast TV, paid social, display, print, billboards, retail.
Results: 1.2 billion impressions, launched in 63 countries, annual sales over $3 billion*
*Overall Tested Tough campaign performance
Broadcast television spots
Hulu Preroll
Media Partners:
“North's Tested Tough campaign is the most effective in our company's history.”
— Tim Boyle, CEO Columbia Sportswear
“I actually like North.”
— Gert Boyle, CEO Columbia Sportswear
1924-2019 RIP
Results
1.2 billion impressions. 1.2 billion impressions. Launched in 63 countries. Launched in 63 countries. Annual sales surged past $3 billion. Annual sales surged past $3 billion.