Coleman Company

Jeff Willard, SVP, Marketing and New Product Development
Delaina Lee, Brand Manager

Doner *Lead Agency

Kevin Weinman, EVP, Brand Leader
Jimmy Kollin, VP, Creative Director
Jeremy Moy, Associate Creative Director
Karen Cathel, Associate Creative Director
Marissa Larson, Senior Brand Planner
Laura Squillace, VP/ Director of Interactive Operations
Alanna Kulas, Associate Creative Director
Kelly Finnigan, Account Manager

For over a hundred years, when people thought of Coleman, they thought of camping. But as the brand faced intensified competition from a myriad of lower-priced store brands, it began to lose its relevance with the next generation of campers. That is until our research revealed the emotional bonds created around a campfire were just another form of social networking. The solution - position Coleman as the Original Social Networking Site. The result - in the 'make or break' summer selling season, we increased 'sell-thru' by 13%.