Columbia Tested Tough Product Advertising Challenge: How do we compete against high-performance brands at retail.
Real: Real: Columbia’s legendary testing standards are more stringent than brands twice the cost.
Beautiful: Because outdoorsy types love to stay outdoors longer, comfort matters.
Expression: Revived Columbia’s original Tested Tough tagline into a full product platform.
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
PFG (Performance Fishing Gear)
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Dry Trail
Warm
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“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. Launched in 63 countries. Annual sales surged past $3 billion.