2010 SILVER

LEISURE PRODUCTS & SERVICES

'THE ORIGINAL SOCIAL NETWORKING SITE'

THE COLEMAN COMPANY, COLEMAN COMPANY

Jeff Willard, SVP, Marketing and New Product Development
Delaina Lee, Brand Manager

DONER

Kevin Weinman, EVP, Brand Leader
Jimmy Kollin, VP, Creative Director
Jeremy Moy, Associate Creative Director
Karen Cathel, Associate Creative Director
Marissa Larson, Senior Brand Planner
Laura Squillace, VP/ Director of Interactive Operations
Alanna Kulas, Associate Creative Director
Kelly Finnigan, Account Manager

For over a hundred years, when people thought of Coleman, they thought of camping. But as the brand faced intensified competition from a myriad of lower-priced store brands, it began to lose its relevance with the next generation of campers. That is until our research revealed the emotional bonds created around a campfire were just another form of social networking. The solution - position Coleman as the Original Social Networking Site. The result - in the 'make or break' summer selling season, we increased 'sell-thru' by 13%.