L.L.Bean: S'more Out of Summer

Outdoor clothing and equipment brand L.L.Bean increased consideration and association with the summer period through an integrated campaign encouraging people to spend more time outdoors in the US.

Campaign details

Brand: L.L.BeanAgency: Jack MortonMarket: United States, Canada

Business challenges and campaign objectives

Challenge

L.L.Bean’s mission is to make it easy to share the joy of the outdoors. The brand relies heavily on fall/holiday business and needed to balance its sales curve by driving higher brand association and consideration in spring and summer.

In short, we needed to help L.L.Bean raise its summer profile.

The brand set out to unite its myriad summer initiatives through a single idea that would generate buzz, amplify reach, and inspire its audience to get outside. The idea needed...

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