Mullen Intros First Work for Eddie Bauer

BOSTON–Mullen uses imagery of American landscapes to convey a love of the outdoors in its first work for Eddie Bauer, which breaks nationwide next week.

Two-page spreads feature outdoor photography of spots around the U.S., along with shots of the Bauer lines. Text describes the clothes’ ability to withstand the elements. There is no tagline, simply a nod to Bauer’s heritage with the phrase “Since 1920” emblazoned beneath the company’s logo. Ads will run in publications such as The Wall Street Journal, Vanity Fair and The New Yorker. Outdoor and radio are also in the mix; spending is estimated at about $10 million.

This marks the Seattle-based retail chain’s first major ad push in three years.

Wenham, Mass.-based Mullen, a unit of Interpublic Group of Cos., picked up the account in March following a review. The account was previously handled by Lowe Lintas & Partners in San Francisco. Since Lowe here folded in May 2001, Eddie Bauer had not reassigned its business.