3. OUR
We are a full-service agency that embodies diversity.
Our work is innovative, disruptive, and bold.
We provide progressive outlooks and use the most advanced
technology in order to support brands while pushing the boundaries
of innovation.
Our agency is like the New York City skyline. We value wisdom and
tradition, but like the evolving skyline, we take on the new,
modernized ideas that each generation brings.
6. World’s Leading Maker of Hydration Solutions. Born From Innovation.
CamelBak’s Mission:
Continuously reinvent and change the way people hydrate and perform.
CamelBak Features & Patents Got Your Bak Lifetime Guarantee
7. What’s Happening in the Industry?
Growth Within The Outdoor Recreation Industry.
“Own the Day.”
Where Can CamelBak Improve?
*https://outdoorindustry.org/research-tools/research-reports/
*http://www.funoutdoors.com/files/Outdoor%20Recreation%20Trends%202015%20final.pdf
9. “All water bottles are the same, no one or
the other will make a difference.”
Current State
10. Context
*Cornell Medical Center
Americans & Water
The majority (50.2%) engage in physical
activity for 150 minutes during the
week.*
But...
75% drink less than 10 cups of water
daily,
functioning in a chronic state of
dehydration.*
11. Context
The Goldilocks Zone
Finding the sweet spot of being
hydrated, without putting on excess
water weight, leads to the best
athletic performance possible.
CamelBak’s hydration calculator and
hydration pack make it easier to find
and maintain that sweet spot.
13. Consumer
Consumers who are
seeking a
high-performance
hydration system.
Athletes or aspiring
athletes.
Outdoor Adventure
Enthusiasts
Ages 20-50
Male & Female
Consumers who
exercise, explore,
travel, or participate
in athletics and
sports.
15. Brands That Phil & Ann Buy:
GoPro, The North Face, L.L. Bean, Nalgene, Clif Bar, Red Bull,
Fitbit, Nike, Athleta, Lululemon, etc.
Phil & Ann’s Brands
16. Fit Phil & Active Ann
Seek Inspiration & Motivation
Trust Outsider Perspectives
Influencer Opinions Are Important To Them
17. Phil & Ann’s Attitudes
*IAB, Comscore, Nielsen
Are open to learning about new products via
TV, print, radio
Use digital/mobile to research and solidify
purchase after getting the seal of approval
from a trusted influencer*
22. In a world where we increasingly rely on the quantified-self,
CamelBak is equipping active Americans with not just a
hydration solution, but the most important tool in realizing their
athletic goals. With CamelBak fitting their custom needs, they
can perform their best wherever the roads, courts, mountains
and trails their adventures lead them on.
Quantified-Self
Manifesto
23. “Hydration Today” [OOH]
Sunny Day
“It’s 85 degrees, your body is
perspiring at an extra rate of 5%
today. So drink 5% more water!”
Foggy Day
“When your body’s dehydrated, your
mind can feel as foggy as New York
is today.”
Your body is perspiring at
an extra rate of 10% today.
Stay hydrated by adding 1
cup to your 10 daily
servings.
Regular hydration will make
it easier for your body to
absorb water and improve
physical activity.
24. Partnership with GoPro [Social]
With CamelBak behind you, your best is ahead of you.
And yours to capture with GoPro.
25. “Eyes on the Prize” [:15/:30 YouTube Pre-roll]
Partnership with GoPro to show how your footage comes out better when you hydrate with Camelbak.
27. Pandora Homepage Takeover & Station [Digital]
Homepage Takeover Creative: “Black Ops” and “One of These is Not Like the Others.”
Hydrating
to
Perform.
75%ofAmericansarechronicallyunder-hydrated...
andbeinglappedbythe25%whoaren’t.
28. Every aspect of sport has benefited from science and
innovation. From the countless gears on your road bike to the
space-age polymers giving your sneakers that extra bounce.
Hydration is no exception. Get the water you need in the best
way possible so you can perform at the top of your game.
Performance-Oriented
Manifesto
29. “One of These is Not Like the Other” [ Print ]
Mostbottlesaredesignedtoquenchthirst.
Oneisdesignedforyournext5k.
“One of These is Not Like the Others” [Print]
30. “One of These is Not Like the Others” [Print]
75%ofAmericansarechronicallyunder-hydrated...
...andbeinglappedbythe25%whoaren’t.
31. “No Distractions” [TV Spot]
The competition will see
how you did it.
With CamelBak behind you,
your best is ahead of you.
32. “Ads for 2nd Places Everywhere.” [TV Spot]
The competition will see
how you did it.
With CamelBak behind you,
your best is ahead of you.
35. POV Banner [Digital]
With CamelBak behind you,
your best is ahead of you.
Better Hydration.
Better Performance.
Start at 30 seconds.
36. The Power of Hydration [:30 second Radio]
Script Preview:
“When I’m competing, I have only one thing on
my mind: pedal harder. I imagine all my muscles
working together for a strong, steady rhythm.
Any distraction, from the track or from myself,
can disrupt that train of thought. That’s why I use
CamelBak’s Hydration Pack to stay hydrated. It’s,
bar none, the most efficient and convenient way
of taking in water to fuel my body. So if you want
to race like a pro, hydrate like a pro.”
39. Instagram
CamelBak
“Finally made it to the top!!!” #PeakOfMyWeek
#CamelBak” Remember with CamelBak behind
you, your best is ahead of you! We Got Your
Bak! @ActiveAnn
2.2M Likes
“Drinking water. Look ma’, no hands!”
#handsfree #CamelBak #ShotByGoPro” This is
awesome. You got the best hydration with the
best footage! @FitPhil @GoPro
3M Likes
CamelBak
42. Strategy
Using cross screen platforms to create brand
awareness, drive product trial and increase
sales within our target audience by
emphasizing reach and frequency.
46. Media Plan [Budget 3M]
Our tactic is to ramp up during the peak selling season,
while maintaining brand messaging with a slower frequency
the rest of the year.
47. Why It Works
Differentiates CamelBak as the best
hydration solution for ultimate performance.
Incorporates CamelBak’s mission into two
comprehensive campaigns.
Connects with consumers at every step of
their athletic journey.
Uses a diverse set of tactics to reach
consumers at all levels of communication.
