WHAT WE DID
Product Strategy
Consumer Research
Graphic Design
Copywriting
TV / Print / Digital Production
Social Media Strategy
Social Content Creation + Publishing
Community Management
Brand Management
Eddie Bauer patented the first down jacket back in 1940, and in 2017 they reinvented it again and equipped it for today’s adventurers. This was Eddie Bauer’s most important product launch in recent history. The challenge for Capital Goods was to build a year-long GTM strategy starting with PR and extending through national advertising in Q4. The goal of all the marketing was to directly communicate the unique attributes of the EverTherm to a skeptical audience (it looks nothing like your basic puffy), who’s closets are already overstuffed with technical outerwear, without cannibalizing the brand’s existing down jacket business in the process.
The EverTherm Down Jacket
EverTherm is a down jacket unlike any other. The slimmer profile is insulated with a 1/8" down sheet and powered by 30g Thindown insulation, which requires no quilting and it holds heat better than traditional down.
Launch Video
To dispel skepticism over the EverTherm’s non-traditional appearance and build, we created a state-of-the-art video that would be almost as good as trying on the jacket IRL. We employed heat mapping imagery and an x-ray style approach to showcase its uniform down coverage and slim profile. We integrated our established aesthetic from print & retail to create an entertaining vehicle for quick/digestible product benefits.
National Print Campaign
Cinemagraphs
Paid Social
Paid social consisted of 4 main buckets: professional guide, influencer, product details and product review content.
