CLIENT
L.L. Bean, Inc.
Steve Fuller, VP - Corporate Mktg.
Dave Holmblad, Dir. of Advertising
AGENCY
Jan Pettit, VP - Creative Supervisor
Kathy Culley, VP - Dir. of Media Planning
John Karlson, SVP - Strategic Development
Julie Lenz, Account Supervisor
Julie Gagliano, Account Planner
Jim Henderson, SVP - Creative Dir.
SUMMARY
L.L.Bean was faced with the challenge of generating sales and buyers in an increasingly competitive retail world. Most retailers chose discounts and sales to spark spending, but consumers were realizing that many of these products were cheap in more ways than one. This set the stage for L.L.Bean to demonstrate that long-lasting quality is more important than short-term, hot price-points. Through a communications effort demonstrating L.L.Bean's 90 year commitment to craftsmanship and customer satisfaction, L.L.Bean helped redefine value among new and current consumers. Consumers responded, with an increase in new buyers and a lift in dollars spent among new buyers.
