SHS Helps Launch Coleman Line

The Coleman Co. launched a new line of high-end camping products at a trade show that began last week with advertising from Sullivan Higdon & Sink.
The Wichita, Kan., agency has worked with Coleman since 1984 and was once the company’s agency of record but now handles occasional projects, with lead agency status at FCB Detroit, said SHS representative Tom Linafelt.
Coleman’s new line of camping and outdoor equipment, Exponent, and is aimed at campers with lots of cash but little time–people who may be new to the outdoors but are not merely family campers, according to the agency.
SHS’s campaign for the Exponent line is tagged, “Exit the beaten path.”
Linafelt said spending on the line was not known. Coleman spent $2.3 million through May of this year, according to Competitive Media Reporting.
SHS is handling media buying. The trade campaign for the Summer Outdoor Retailers show in Salt Lake City is expected to be followed by consumer advertising next year, the agency said.
To push the line to retailers at the trade show in Utah, SHS is employing a variety of tactics including so-called “guerrilla marketing”, Linafelt said.
Workers with chalk are scrawling a large “X” on sidewalks through the convention center area. The X is an integral part of the Exponent logo, Linafelt said.
The brand logo is also attached to rubber animals being handed out at the show–turtles, lizards and other creatures of the sort that might be encountered on a camping trip. K