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Create a campaign promoting Cat work boots as the choice of people who do actual work.
When you have a work boot that’s born from bulldozers, why would you pick anything else? You wouldn’t. People all over the world choose Cat machines (those big, yellow ones that look like they’ve been working every day for the last 20 years) for their projects, and it shouldn’t be any different for their boots. At the end of the day, there’s only one work boot that’s tough enough to carry the Cat name—which means there’s only one choice, period.
This first campaign launched in Q4 and includes print, OOH, and experiential/activation concepts appealing to an audience that values authenticity and engagement. The campaign focuses on the millennial workwear consumer who currently makes up the largest percentage of the American workforce.