Comprehensive Campaign Integrates 3D Technology, Social Media, Retail and Advertising Components to Create a Dynamic, Consumer-Focused Story of Earth-Conscious Products and Actions
Published 09-02-10
Submitted by Timberland
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:
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.
Timberland is a global outdoor work and lifestyle brand that’s on a mission to equip and inspire a new generation to step outside and move the world forward. Based in Stratham, New Hampshire, Timberland also has international headquarters in Switzerland and Shanghai. Best known for its original yellow work boot introduced in 1973 to take on the harsh elements of New England, Timberland today offers a full range of footwear, apparel and accessories made with eco-conscious innovation for people who share the brand’s passion for enjoying – and protecting – Nature.
At the heart of the Timberland® brand is the core belief that a greener future is a better future. This comes to life through a decades-long commitment to make products responsibly, protect the outdoors, and strengthen communities around the world. The brand has committed to plant 50 million trees worldwide by 2025, and has a bold vision for its products to have a net positive impact on Nature by 2030, giving back more than they take. To share in Timberland’s mission to step outside, work together and move the world forward, visit a Timberland® store, timberland.com or follow @timberland or @timberlandpro. Timberland is a VF Corporation brand.
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