|WORK / THERMAREST | OUTDOOR EQUIPMENT||UNITEDDSN.COM|
Despite Therm-a-Rest’s category leading position and a lifetime spent obsessing over the engineering challenges of sleep system technology, they found themselves surrounded by younger, hungrier and often more agile competitors.
Like many manufacturing focused businesses Therm-a-Rest's own marketing and advertising had failed to effectively communicate the product quality and industry leading innovation on which the brand had been founded. United set about creating an elevated brand positioning and brand strategy for Therm-a-Rest that would re-establish the brand as the authority in "Camping Comfort" - offering a complete camping solution.
United conducted both a comprehensive consumer research program, as well as an immersive deep dive category and brand audit. Enabling us to identify five key consumer target groups and determine the strategic approach Therm-a-rest could uniquely leverage.
This resulted in the creation of a brand unlike anything the U.S. Outdoor Category has seen or experienced before.
DISCLAIMER: The design / marketing / advertising concepts and intellectual property within this presentation cannot be reproduced without permission from United Dsn LLC.
The designs serve as concept purpose only. Example images have been sourced from publicly accessible brand resources.
REPOSITIONING AND REBRANDING THE CATEGORY LEADER IN CAMPING MATTRESSES AS AN ASPIRATIONAL 'CAMPING SOLUTIONS' LIFESTYLE BRAND
STRATEGIC BRAND GROWTH