The 2016 Fall/Winter season marked the launch of a refreshed image for Kamik, along with a new world-wide brand platform, under the signature “Step Outside.” The strategy behind this new platform, which includes a revamped website and Kamik’s first major online and outdoor advertising campaign, is to invite customers to step outside and enjoy our natural playground, as Kamik believes life is richer through togetherness outside,’ said the company.
“Since 1898, we’ve been honing our expertise and craftsmanship from generation to generation. And today, our tradition continues. As we look ahead and build on our heritage, we raise our voice and open a new chapter for Kamik”, says Richard Cook, President of Kamik.
Keeping this mission in mind, Kamik revealed a new version of its logo that will act as a quality seal on its products and communications, said the company. With that new identity, Kamik is eager to spread its vision of families having fun outside, rain or shine, because the brand’s legacy of keeping feet protected still stands strong. Kamik has also released its most extensive national brand campaign to date, with a special focus on the new footwear collection, which embodies the quality of Kamik’s locally made products.
“This new marketing launch was created to support our international expansion by giving Kamik the opportunity to raise its voice and share its refreshed identity. The main focus of this campaign is on our products, as they are the perfect tribute to Kamik’s legacy and longstanding commitment to keeping families’ feet warm, comfortable, dry and happy”, specifies Michel Benoit, CMO of Kamik. Created by DentsuBos, with the help of PHD for the media buy, this campaign covers the consumer’s winter boots buying period, with a special focus on weather conditions, like a countdown in anticipation of the first snowstorm.
In addition, 2016 marks a transition towards an increased social media presence for Kamik to promote this new creative platform. “At Kamik, we truly believe togetherness outside makes life richer and fuller, and our challenge was to develop a positioning that reflected this core value. Our “Step Outside” signature is now fully integrated in all our communications, from our website to our onsite activities”, says Laetitia Sorribes, Communications Marketing VP.