LaCrosse Footwear, Inc. is one of the oldest outdoor, industrial boot manufacturers in the United States, founded in 1897 in LaCrosse, Wisconsin. With a proud heritage over 100 years in the making, LaCrosse Footwear also had an inconsistent and undifferentiated brand message. Combined with competitors like Muck and Under Armour aggressively spending in new product development and marketing, our challenge with this assignment was to reinvigorate the LaCrosse Footwear brand in a print campaign that leveraged their history in a surprising and relevant way.
Creatively, our approach for the campaign was to focus on LaCrosse Footwear’s brand heritage as a proven manufacturer of best-in-class rubber boots for generations—a true differentiator in a category crowded with copycats. LaCrosse Footwear has been doing it right since 1897—no fads, no gimmicks. The best boots, and nothing else. To capture this idea, our print ads made the LaCrosse waders the hero, connecting their core benefits directly to the brand’s history. For the waterfowl hunter audience, we showcased tough, durable, comfortable waders covered in mud with the bold yet unexpected headline, “Our Name Has Been Dragged Through The Mud Since 1897.” A spread ad option also included a beautiful photograph of a hunter at sunrise, walking through the marsh with his dog. Paired with a textured treatment of the brand’s color palate of golden yellow and earthy grey, the ad stands out in a sea of sameness, positioning LaCrosse as a premium wader crafted to withstand the mud and the marsh—a tradition enjoyed by hunters for over a century.
With a very limited budget, our primary objective was to build upon existing brand awareness while increasing consideration and preference, ultimately impacting sell-through of specific models at retail in 2016. A brand tracker was instituted in fall 2014, and a second survey will be in the field again in fall 2016 to measure impact on awareness, consideration and preference. The print campaign was supported with full-page placements in key waterfowl hunting publications such as Wild Fowl, Gun Dog and Delta Waterfowl. Estimated impressions total more than 2.4 million.A brand tracker was instituted in fall 2014, and a second survey will be fielded again in fall 2016 to measure impact on awareness, consideration and preference.