Sunbrella Shifts To Lifestyle Focus, New Work 'Gives Life Texture'

Ad agency Erich and Kallman has created its first campaign for Sunbrella since being named the brand’s new creative AOR in 2021.  

Sunbrella, which produces performance fabrics for indoor and outdoor upholstery, shade and marine applications, launched an integrated national campaign with a new tagline: “Give Life Texture.”

The “Close Ups” campaign highlights Sunbrella’s lifestyle attributes, a departure from previous work. Instead of product-focused ads, “Close Ups” focuses on the moments made better by Sunbrella fabrics: families at poolside, movie nights and weekend barbecues. View the spots here and here.



Spots run on cable and connected TV. Digital and social ads are also part of the mix. Print ads appear in Architectural Digest, ELLE Decor, House Beautiful, Real Simple, and T: The New York Times Style Magazine.

Media was handled by the AMP Agency.

“The goal of the new campaign was to bring humanity to the Sunbrella brand by including emotion in the work through real-life situations and real people, not models, to differentiate us from other brands in our category,” said Steve Pawl, Chief Marketing Officer, Glen Raven, owner of the Sunbrella brand.

“We wanted the campaign to position Sunbrella as a lifestyle brand that people proactively seek out to ensure they enjoy their living spaces, worry-free. To do that, we tapped into human emotion, taking a worldly and artistic way of looking at life as an array of beautiful texture,” added Eric Kallman, Chief Creative Officer/Partner, Erich and Kallman.

Erich and Kallman is the agency founded by former Crispin Porter Bogusky president Steven Erich and Wieden+Kennedy and Goodby Silverstein & Partners veteran Eric Kallman. They have created AOR/project work for various brands, including for Disney+, Lucid Motors, Great Wolf Lodge, Hershey and General Mills.

Next story loading loading..