Research
Duluth Trading Company has used humor to connect with their audience of “do-ers” and men and women “who prefer to do the doing themselves” since 1989. Many customers know the company from their cartoon TV advertisements, featuring characters like the “Angry Beaver”and the “Underwear Guy”.
The company is divided between using real images of “do-ers”, which are often close and detailed, and using humorous cartoon illustrations. My goal was to bring the two styles together while keeping in line with the company’s attitude.
One of their more unique and popular products among current customers, the Longtail T, is 3 inches longer than the average shirt, but lacks advertising to bring in new buyers.
The company is divided between using real images of “do-ers”, which are often close and detailed, and using humorous cartoon illustrations. My goal was to bring the two styles together while keeping in line with the company’s attitude.
One of their more unique and popular products among current customers, the Longtail T, is 3 inches longer than the average shirt, but lacks advertising to bring in new buyers.
Problem
In looking at the company’s previous campaigns, I noticed a lack of equality between the advertisements directed at men versus women. Those geared towards men focused on humor and making the customers the object of the joke for why they need Duluth’s products. They connected with the men as people. Those geared towards women focused on being professional and put together. There wasn’t any humor added and felt less thought out. The men’s ads had funny cartoons and models with “dad bods”, while the women’s had usually thin, white models showing the product.
Goal
The goal of my campaign was to level out the playing field (something the company preaches) by using the same strategy for both men and women’s ads. I noticed that this was more difficult to do for the women side. When trying to use the same humor from the men’s to the women’s, many of the jokes came through as being very sexualizing or inappropriate. I had to come up with a more discrete approach. The jokes needed to be less crass, and more layered.
My “Work without worry” campaign focuses on the issue the product solves, while giving variety in visuals, and including the famous humor used by the company in an effective way for both men and women.
My “Work without worry” campaign focuses on the issue the product solves, while giving variety in visuals, and including the famous humor used by the company in an effective way for both men and women.
11"x17" Spread
11"x17" Spread
OOH Billboard
OOH Billboard
Instagram Ad- Mobile
Facebook Ad- Desktop
In-store Signage (store photo taken by K Snyder)
