Jul
19
LLBean Rebrands to Be More Digital, Less Direct-Mail
Posted in: Uncategorized
Anybody eagerly awaiting their back-to-school catalog from LLBean this year may be disappointed.
The 105-year-old brand is focusing less on paper and more on broadcast in an effort to attract consumers on a national stage. This week, LLBean is rolling out a new website and digital push centered around its new “Be an Outsider” campaign. Three TV spots will follow starting July 24.
“The campaign is one piece of a bigger strategy to shift us from a heritage brand, in catalogs, to a product company,” said Brad Matson, who joined Freeport, Maine-based LLBean five years ago as senior VP-creative.
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