Brief: Create an original, new Nautica product "Icon" to excite and engage existing customers and acquire new ones. Establish Nautica's place in the performance outerwear market.
Campaign: Rainbreaker: No umbrella needed. Rainbreaker is an original name for the new lightweight and packable raincoat. Bright colors for both men and women. Create modern and compelling studio imagery with rain in both print and video to highlight the product performance features.
Channels: Print Magazines; Digital Ads; Social Media features; Facebook contest; PR gifting; Creation of Product Capsule Drops; Retail Store Windows/Signage; Postcard Mailers; Homepage Takeovers; Email blasts