Challenge
For 10 years straight, L.L.Bean’s sales were flat, and their customer base was aging. Like, they were dying aging. And despite all that award-winning technology built into their outdoor gear and clothing, L.L.Bean was simply that preppy, New England brand our grandparents wore.
The Way
To new customers (without losing the old)
Introduce L.L.Bean to a new generation: young families who value time together in the most precious place there is: the outdoors. We delivered a message of joy, warmth, and most of all, togetherness, positioned around the face that when we get together outside, our lives are much fuller, healthier, and richer. With the call to action “Be an Outsider,” we successfully invited a new cadre of consumers to the world’s most inclusive club.
