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Crispin Porter & Bogusky (CP&B) in Miami targets hard-core hikers in a print campaign breaking in February for performance outdoor boot maker Merrell Footwear.
Since landing the creative portion of the $1 million account last month [Adweek, Dec. 15], CP&B account planners found that the primary concern of hikers is fit.
“It’s a pretty simple campaign in terms of strategy,” said CP&B partner and creative director Alex Bogusky. “[Hikers] are not that brand loyal until they find a pair [of hiking boots] that fit.
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