Giving an Iconic Brand Voice a Megaphone

Duluth Trading Co. traditionally competed against category heavyweights Carhartt, Lands' End and Cabela's by establishing a strong brand voice through its iconic advertisements. However, it had yet to figure out how to parlay its distinctive tone in a way that would amplify its message through earned, shared and owned channels.

As a brand that thrives on poking average in the eye, simple press releases and store openings wouldn't do. Through wide-reaching, relevant, standout ideas, we uncommoditized its flagship products — from flannel shirts to underwear, work pants to blue jeans — and inspired a newer, younger customer base to take notice (and make a purchase).