REI goes all in on opting out

Posted on by Perfectporridge in Armchair Marketing

rei opt outside

We speak often with our clients about leading with their brand and ‘Reasons To Care.’

Here’s the latest in doing just that, from REI:
http://optoutside.rei.com/

This is more than a PR stunt, because the campaign follows their ethos closely and they are investing real money in making it happen.

Lots of praise today.

With that said, this isn’t a last-minute gamble, and has been in the works all year.

Here’s a more sarcastic take.

This is another good example for us to keep in mind in the path of moving brands from product-focused ‘reasons to believe’ to brand-based ‘reasons to care.’

Published by Perfectporridge

Greg crafts creative strategies for brands rooted in consumer insights, creative technology, PR, social platforms, content strategy, and the cultures that knit them together.