OtterBox’s new marketing campaign, “Made for Sure,” marks a serious shift towards life-style advertising for the smartphone case model because it goals to deepen its relevance amongst Gen Z.
Debuted in June, it’s additionally the model’s first work from new international artistic company of report, Digitas.
The marketing campaign shifts OtterBox’s messaging away from product sturdiness and towards values that Gen Z aligns with, like inclusivity, individuality and spontaneity, mentioned Sam Quagliano, vice chairman of promoting at OtterBox. Along with new artistic, it consists of seasonal product drops with daring colours and customizable designs, in addition to a creator-led element constructed round natural content material and dwell occasions—comparable to partnerships with influencers at Coachella. OtterBox can be reevaluating its model partnerships to mirror its up to date positioning.
“Youthful generations prioritize self-expression and purpose-driven manufacturers,” Quagliano defined. “For OtterBox, a model identified for defense and efficiency, this was the fitting second to develop our narrative.”
In February, OtterBox introduced on Digitas as its new international artistic AOR to assist develop the brand new work. Quagliano mentioned the model wanted a associate that might bridge OtterBox’s heritage of “belief and safety” with “storytelling that resonates emotionally and culturally.”
Each businesses declined to share particulars on the size of the pitch; OtterBox has labored with businesses together with CP+B and Jacobson Rost up to now. PMG is the media company of report for Otter Merchandise, throughout the OtterBox, OtterBox Enterprise Options, and Liviri manufacturers. COMvergence estimates OtterBox’s 2024 advert spend was $15 million.
“Digitas brings a recent strategy, balancing data-driven perception with artistic aptitude—a mixture that ensures campaigns like ‘Made for Sure’ really feel each genuine and strategically sound,” Quagliano mentioned.
Digitas chief artistic officer Atit Shah mentioned the marketing campaign was designed to “reintroduce the model in a method individuals hadn’t skilled earlier than.”
“They’ve all the time stood for defense, however we noticed a possibility to discover what that safety can empower—all of life’s messy, lovely, gritty, and exhilarating moments,” he mentioned. “’Made for Sure’ is about embracing these passions that transfer us ahead and encourage us to say ‘sure’ extra typically, stepping out of our consolation zones.”
He added that whereas the marketing campaign targets Gen Z particularly, it additionally appeals to OtterBox’s “OG followers: fanatics and hobbyists who need sturdy caseware.”
Since launching final month, the marketing campaign has pushed a 1,704% enhance in Instagram followers and a 164% enhance in TikTok engagement, in response to OtterBox. The creator marketing campaign additionally drew in 1.7 million impressions.
“We’ve shifted from chatting with Gen Z to creating with them,” mentioned Quagliano.
