Gore Steps Up Ads With Morphing Sharks, Bears
From Delaware Online:
For years, W.L. Gore & Associates has made a worldwide name for itself by speaking with a quiet voice, content to stand in the shadows while its partners took the main stage.
These days, Gore's not acting so shy anymore.
The Elkton, Md.-based company that makes Gore-Tex performance fabrics has launched a global, multimillion-dollar effort to elevate its image, enlisting a menagerie of wild animal models to show how its outdoor apparel helps users adapt, survive and excel.
In one print ad, a prowling fox -- its fur naturally suited for harsh weather -- visually morphs into a crouching man who's being wrapped by strands of Gore waterproof fabric. In other ads, human shapes meld seamlessly and strikingly into other creatures -- a butterfly, a bear, a shark.
Steve Shuster, global brand manager at Gore, would not specify how much Gore is spending on the advertising campaign, other than to say it is the costliest in company history.
The multiyear campaign is now being introduced in Europe and America, putting the Gore identity prominently onto retailers' floors for the first time. Through the use of four new "product classes" -- each meant for a different level of enthusiast -- the rebranding effort also gives those retailers a new method of steering customers toward the right products.
Comments