We set out to change the old image of camping being about survival and to bring the idea of camping to more Japanese in a way that can really engage their imagination.
We decided to ditch "camping" completely and define the Coleman experience around “Creating an OUTDOOR RESORT" with Over 1000 Coleman products you can pretty much create any outdoor situation that you can imagine.
- increase in sales for Coleman during the year
- increase in e-commerce sales
- growth in unique visitors to the Coleman brand site
- increase in overall digital engagement