North East outdoor brand, Berghaus, has released a new 7-figure winter campaign to promote its new collection of clothing.
“Cold Studies” is intended as a long-term campaign to showcase its latest technical product developments. The initial 7-figure investment in media, social and retail activation will run until February.
This will be supported by a series of athlete collaborations and working with key influencers from within the outdoor community, to drive organic growth across social media channels.
Strategy and creative direction was provided by Clubhouse Studio, with imagery shot by Teo Giovanni Poggi.
“For almost six decades, we’ve been designing hard-working kit that powers cold weather exploration. Winter adventures are anything but ordinary and we want to inspire more people out into nature – not in spite of the cold, but because of it,” explained Katie McNamara, Berghaus’ Senior Marketing Manager.
Supported by EssenceMediacom, Cold Studies will run across multiple channels, including out-of-home, retail and social, with a high-street presence in London, Liverpool, Newcastle, and Manchester. Blacks, Tiso and Go Outdoors are partners in the campaign, and will feature interactive window displays and integrated shopper marketing activations at key sites.
“Winter is very much in our wheelhouse. And with a brand new range of winter gear about to hit the pegs, we’re going big to back it,” added Dan Cunningham, Global Head of Brand for Berghaus.
“Cold Studies is that campaign – the result of really impressive work from a great team and intended to position us front of mind as it showcases a long-standing heritage of innovation for cold weather. We’re excited about how consumers are going to engage with it, as well as the impact it will have for our retail partners.”
Berghaus has also overhauled its own digital channels, where Cold Studies will have a prominent presence.
