EUREKA!
An international tent manufacturer looking to reach the next generation of campers.
Project
Brand Narrative, Strategy, Advertising, Packaging
Client
For over 100 years, Eureka! Camping has made reliable, affordable tents and camping gear for families and adventurers alike, including James Whittaker and his first all-American Everest expedition in 1963. Since 1973, Eureka! has been part of Johnson Outdoors and now operates alongside other well-known Johnson Outdoors brands, like Jetboil—another client of ours!
Challenge
In recent years, Eureka! has struggled to connect with the next generation of campers. We needed to develop a Brand Narrative that would speak to this millennial audience, provide clear direction on how to execute the narrative across various channels, and create narrative-aligned product packaging and marketing materials for Eureka!’s 2019 product launches.
Solution
After a competitor audit, we worked with Eureka! to create a uniquely positioned Brand Narrative around their new tagline: "You go for the fun of it." Other companies may choose to portray campers as solitary, thrill-seeking adventurers, but we know what really motivates most campers: the desire to have a great time with the people they care about. That’s the core belief behind the new narrative: campers go for the fun of it, and Eureka! products help them worry less and enjoy more at the campsite.
Once the narrative was complete, we created a Channel Strategy to guide Eureka! through executing the narrative across channels. Then we implemented the narrative ourselves in product packaging, influencer projects, product launch materials, website content, and more as Eureka! launched new products and campaigns throughout the year.
WHY DO YOU GO CAMPING
You go for the jokes and the laughter. For the sunsets, sunrises, and stargazing in between. For the stories shared and memories made around the campfire. You go for the fun of it.Brand Narrative Flexibility
When focusing on their high-level brand story, Eureka! didn’t want to lose the ability to talk about product differentiators. That’s why we designed a three-tiered Brand Narrative (with Brand, Category, and Product messaging) to provide flexible, but consistent messaging across all channels and levels of communication.
Channel Strategy
Eureka! leverages a variety of digital marketing channels, each with unique user experiences, creative specifications, and roles in the conversion funnel. To guide Eureka!’s internal team and agency partners in producing assets for these channels, we developed a Channel Strategy that outlined how to execute the Brand Narrative across all planned media.
Channel Strategy
Eureka! leverages a variety of digital marketing channels, each with unique user experiences, creative specifications, and roles in the conversion funnel. To guide Eureka!’s internal team and agency partners in producing assets for these channels, we developed a Channel Strategy that outlined how to execute the Brand Narrative across all planned media.
Product Launches
Eureka! launched four new camping products in 2019: two tents, a coffee maker, and a new stove series. For each, we provided a competitor analysis, identified target audiences, and crafted launch strategies that included digital ads, influencer projects, emails, blog posts, and social posts, as well as new product packaging designs for the coffee maker and stove series.
