As part of the brand relaunch, from Grey New York, the firm has launched its first TV ad called “Fight or Flight.”
The campaign’s messaging is intended to communicate the idea that the great outdoors is accessible to anyone, from the avid campers and bikers to people who enjoy to occasional outdoor activity.
STP promotes its vast selection, well-known brands and comparatively small prices, as the go-to emporium for everybody’s apparel and gear needs for outdoor accessibility.
The brand did a soft launch of "Go Wild, Folks" over Labor Day weekend via social media, parodying extreme athletic events launching with “Cliff, Diving,” that showcased (you guessed it) people named Cliff, displaying their diving prowess (or lack thereof). Long- and short-form versions of the video have over a million views across all social platforms to date.
Throughout 2017, Sierra Trading Post will roll out additional spots and new social media content.