Our comprehensive product launch campaign helped CamelBak take back its leadership position in a category they created.
A new look, a new name and edgy marketing campaign helped CamelBak regain brand value for their signature hydration reservoir.

THE ULTIMATE CURE FOR DEHYDRATION

Our marketing materials featured sponsored mountain bike athlete Kurt Voreis in scenes that simultaneously gave a nod to CamelBak’s heritage while establishing Antidote as the future of hydration.



THE STORY

CamelBak launched the first hydration reservoir over 20 years ago and the brand grew into an established leader in its category. Like many leading brands, CamelBak faced the issue of their brand name becoming the generic term used for all products in the category. Since their reservoir products had not changed in 7 years, a significant product upgrade provided an opportunity for CamelBak to develop a strong brand and supporting launch campaign. We started by developing a new name and supporting tagline for their innovative new reservoir: Antidote: the Cure for Dehydration. We created a dealer catalog, a tradeshow booth, and trade advertising to launch Antidote to the trade. Our marketing materials featured sponsored mountain bike athlete Kurt Voreis in scenes that simultaneously gave a nod to CamelBak’s heritage while establishing Antidote as the future of hydration. We followed with a consumer launch that included a packaging line look, print advertising and a microsite to engage and encourage consumers to upgrade their hydration reservoirs. Because packaging is a key touchpoint for the hydration reservoir purchase, we created a streamlined structure that fit 7 different reservoir sizes. Our innovative structure reduced material and allowed consumers to access the reservoirs without opening the protective packaging. A comprehensive hangtag system quickly educated consumers on each size reservoir's features, benefits, sport, length of activity, and water capacity.
THE ELEMENTS:
  • Naming
  • Consumer launch
  • Trade launch
  • Advertising
  • Tradeshow graphics
  • Packaging line look
  • Microsite
  • Social media


MEET THE ANTIDOTE

We've just rebuilt the CamelBak pack around an all-new Antidote reservoir that's optimized to deliver the performance you want, no matter your choice of adventure. Born form our passion to innovate and built to withstand the toughest of adventures. Bite down. Hydrate.