Breaking into new categories and gaining credibility can be tough, even for strong brands. We know that sometimes the best way to introduce your brand is to get out there and meet people. When Coleman, a brand best known for its camping gear, wanted to break into insect repellents, Celtic developed a one-of-a-kind experience.

BUGSY HITS THE ROAD

To introduce Coleman’s new line of insect repellents, Celtic created the Coleman Repellents Road Show. It took the brand to retailers, campgrounds and landmarks across the country, offering a unique experience for retail buyers and consumers. The live events encouraged our audience to interact and engage with the product.

The Road Show’s final destination was the Outdoor Retailer Show in Salt Lake City – the world’s largest outdoor industry tradeshow – where the product made its official debut. Meaningful, in-person interactions with the brand at the show and on the road paved the way for commitments from retail buyers.

The Road Show experience was a fully integrated, interactive brand campaign. Along with the live cross-country events, the effort included a national print and digital campaign, public relations, social media, a dedicated website, and a unique brand identity and mascot, Bugsy.

RESULTS

Immediate retail commitments from: Cabela’s, REI, Gander Mountain, Walmart, Meijer and Sportsman’s Warehouse.

Thousands of live customer touch points through product sampling and couponing.

Continued media and consumer buzz post Road Show.