Until partnering with The Goss Agency, Baffin Boots of Canada relied heavily on sales and reputation to sustain its growth. Distribution suffered and sales became flat. While TGA certainly respects and supports this approach, we believe it is imperative to build a brand.
To create brand image that reflected the manufacturer’s practical understanding of harsh tundra environments and real need for a rugged boot, we developed a print campaign that was designed to tap the passion and build a bond with the extreme-cold-weather sports enthusiast. The campaign continued to increase sales, and ran for a number of years in trade shows and consumer publications.