Cole Haan: Chelsea Pump campaign

This case study discusses a campaign by Cole Haan, a shoe brand, to reposition the brand to appeal to younger consumers, with a small media budget.

Cole Haan: Chelsea Pump campaign

BBH NY/Deep Focus

Background & Challenge

Cole Haan is a brand widely known for making comfortable, conventional brown shoes. Or, in layman's terms, it's everyone's mom's favorite brand. Your dad probably has a dozen pairs in his closet. So when Cole Haan began manufacturing products for a younger consumer, it faced a bit of a crisis; it had aged along with its core consumer and had a serious image problem.

Cole Haan needed to radically regain credibility with a younger target, and recruit a new generation—on a small budget. It was all about going for...

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