fbpx
Skip to Content Skip to Footer
Escape Cubicle Culture

L.L.Bean Helps Workers Escape Cubicle Culture for the Great Outdoors with an Experiential Campaign

Zach Brooke

Escape Cubicle Culture

Goal

Outdoorsman Leon Leonwood Bean developed his now-famous waterproof boot, so he could fully enjoy the tranquility of Maine’s fertile freshwater shorelines. In 1912, he lent his name to a new company, L.L.Bean, formed to market the innovative footwear to like-minded naturalists. For years, the brand was synonymous with camping supplies, wilderness gear and top-of-the-line quality. But by 2017, internal tracking suggested that the brand’s original message had become garbled.

Advertisement

“We were founded 100-plus years ago as an outdoor brand, but we sell a lot of casual apparel as well,” says Kathryn Pratt, the company’s director of brand engagement. VIA, the agency L.L.Bean hired to bring clarity to the message, agreed; VIA CEO Leeann Leahy told Adweek the brand had fragmented and “lost its clear path.”

Advertisement

Want to view this content?

Create a free ama.org account to view this content. This type of account gives you limited access to select AMA content.

Zach Brooke is a former AMA staff writer turned freelance journalist. His work has been featured in Chicago magazine, Milwaukee Magazine, A.V. Club and VICE, among others. Follow him on Twitter @Zach_Brooke.