The rough mountains, the snowy hills, the dense forests, no matter what uncomfortable terrain you find yourself in when wearing Darn Tough Socks, the only thing your feet will feel is the softness and comfortability of Merino Wool.
A double-page spread to be placed in outdoor magazines about hiking, snowboarding and other outdoor activities.
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Our hiking ads are to be placed in and around cabins and hiking trails to target this specific consumer audience.
Likewise our snow ads are to be placed in and around ski lodges and snowy hiking trails to target consumers who enjoy snowy activities.
Since our consumers also live in the city and sometimes travel for their outdoor activities, these large-scale outdoor ads are for them.
And this outdoor board to be placed in and around hunting and hiking locations, showing consumers the socks they want to wear on their next outing.
These billboards located on the drive to popular tourist destinations will use the backdrop of these mountains to show that even these popular destinations will become like Merino wool when wearing Darn Tough.
Activation
The Merino Challenge
Need to try it for yourself? The Merino challenge will give consumers the opportunity to test out Darn Tough socks in a variety of situations they may find themselves wearing them. As they compete in Merino-modified football stadium, biometrics will track their sweat levels, temperature regulation, and other information from their feet showing what makes Darn Tough so Darn great.
A look at the Merino Challenge in a wool-modified football stadium.