Timberland Brings Environmental Heroism to Life With New Nature Needs Heroes(TM) Marketing Campaign
September 02 2010 - 3:00PM
Marketwired
Building on a rich history of environmental action and innovation
that includes planting one million trees in China's Horqin Desert,
developing the Earthkeepers™ line of environmentally-forward
products and launching an online "Earthkeepers movement" to
motivate environmental behavior change, The Timberland Company
(NYSE: TBL) today announced its biggest and most
environmentally-focused marketing campaign yet -- Nature Needs
Heroes™.
Launching globally over the next several weeks, the campaign
showcases Timberland's Earthkeepers collection. Made with materials
like recycled rubber and recycled PET (one and a half plastic
bottles are used in each pair of Earthkeepers boots), Earthkeepers
product is one of the company's leading and fastest growing product
collections. The Nature Needs Heroes campaign also seeks to inspire
consumers to consider what actions they might take to be "heroes"
for the outdoors themselves.
"This campaign marks the culmination of our work to connect
consumers to what we're doing as a company to have a positive
environmental impact," explained Jim Davey, Timberland's VP of
Global Marketing. "It's our biggest and best effort to date to not
just share our own stories and initiatives, but to also engage
consumers in a broader effort to care for the environment."
Our Nature Needs Heroes campaign employs outdoor imagery and
light-hearted humor to help convey the serious message of
environmental accountability -- the notion that even small acts of
environmental action make a difference. The campaign is being
executed through a variety of channels, including TV and print
advertising, 3D displays in select Timberland retail stores
worldwide, social media and an interactive microsite.
"We hope the variety of elements in this campaign -- from
digital and social to in-store to more traditional media -- might
encourage all consumers, no matter where they see us, to be drawn
in," said Davey. "We want to give consumers the opportunity to
learn more about what Timberland is doing to help protect the
outdoors, as well as support them in taking environmental action
themselves -- whether that action is buying a pair of boots or
planting a tree."
Specific elements of the Nature Needs Heroes campaign
include:
- "Lost Bottle" Advertising -- Depicts how
even small acts can make a difference when one
environmentally-heroic moment (recycling a runaway water bottle)
becomes an adrenaline-fueled outdoor experience. Television ads
will air in Europe, Asia and North America during high-profile live
sports and prime time and late night programs. Print advertising
will appear in Europe throughout the fall.
- Nature Needs Heroes Microsite -- Playing off the humorously heroic focus of
the "Lost Bottle" advertising, the microsite suspends time and
takes site visitors into a frozen moment using 360-degree imagery
and high definition 3D technology. "The Nature Needs Heroes
campaign is the first time a major brand blends this combination of
leading-edge technologies to challenge the way audiences can
experience a story," said Mads Holst, creative director and
managing partner at Holst Digital, the creative agency that
designed the microsite. "By focusing on the simplicity of the idea,
but executing it in a uniquely progressive way, we have created an
experience that perfectly complements Timberland's approach to
product innovation and stewardship of the outdoors."
- Retail Windows -- Timberland takes the 3D
technology from the Nature Needs Heroes microsite straight to the
street in select Timberland retail stores worldwide. Store windows
feature oversized 3D graphics which consumers can experience using
complimentary 3D glasses (made with recycled materials) available
in store. Point-of-purchase displays depict an x-ray into the
Earthkeepers 2.0 boot -- a visual representation of Timberland's
commitment to product transparency, which also highlights the
company's use of recycled and renewable materials.
- Virtual Forest -- Under the Nature Needs
Heroes banner, consumers can create their own heroic moments on
Facebook with the new Timberland Earthkeepers "Virtual Forest"
application. Users are invited to create their own forest (or join
a friend's), which will result in Timberland planting live trees in
Haiti to supplement its reforestation project there. Due to launch
in late September, the application will also showcase a series of
videos that chronicle the tree planting projects that Timberland
has established in Gonaives, Haiti.
The campaign breaks today (September 2), when the Nature Needs
Heroes microsite launches and store windows are unveiled in the
U.S.
About Timberland Timberland (NYSE: TBL) is
a global leader in the design, engineering and marketing of
premium-quality footwear, apparel and accessories for consumers who
value the outdoors and their time in it. Timberland markets
products under the Timberland®, Timberland PRO®, SmartWool®,
Timberland Boot Company®, Mountain Athletics®, Howies® and IPATH®
brands, all of which offer quality workmanship and detailing and
are built to withstand the elements of nature. The company's
products can be found in leading department and specialty stores as
well as Timberland® retail stores throughout North America, Europe,
Asia, Latin America, South Africa and the Middle East. Timberland's
dedication to making quality products is matched by the company's
commitment to "doing well and doing good" -- forging powerful
partnerships among employees, consumers and service partners to
transform the communities in which they live and work. To learn
more about Timberland, please visit www.timberland.com.
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Contacts: Jodi Housman Cone 617-939-8384 jhousman@coneinc.com
Robin Giampa The Timberland Company 603-773-1174
rgiampa@timberland.com
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