Where we come from, the elements are a fact of life. And it’s a life we love. We build boots for those who share that love. For those who sing in the rain, snow, slush, and mud. For our foul-weather friends. Waterproof, winter-proof, whatever-proof. We put proof in every pair.Read more
Where we come from, the elements are a fact of life. And it’s a life we love. We build boots for those who share that love. For those who sing in the rain, snow, slush, and mud. For our foul-weather friends. Waterproof, winter-proof, whatever-proof. We put proof in every pair.
Develop a creative platform that honors Muck’s heritage in hunting, farming and agriculture, but enables the brand to transcend those niche audiences to reach a lucrative outdoor-lifestyle market.
Men and women, 25-45, ‘Everyday Outdoor Lifestyle Enthusiasts.’ People who aspire to spend time outdoors, but their everyday activities typically include walking the dog, playing with their kids or commuting in cold, wet weather. They need a warm, waterproof winter boot, but value the authenticity and expertise they get from wearing authentic outdoor gear.
Consumers aspire to live an active, outdoor lifestyle and want a boot that can withstand the elements – even if that means shoveling the driveway. They don’t sacrifice substance or style, so their boots need to be warm, dry, and versatile enough to take them through a full day undeterred by the elements.
The new “Proof in Every Pair” brand platform was brought to life through a brand book, print and digital executions, retail packaging, and in-store.
[This effort has not yet been fully integrated across all communication and owned platforms]
- Lifestyle products placed in new retailers, including Lord and Taylor, Nordstrom, and Dillard’s
The new identity will be used to develop future campaigns as the brand looks to grow globally and expand its relevance beyond niche markets, shifting to a slightly more aspirational and style-conscious (but not style-centric) position.