How Mammut Made Humor Work in the Outdoor Industry
- colin7931
- 31 minutes ago
- 37 min read
The Brief is back! Today on The Rock Fight Colin and Producer Dave break down Mammut’s Mountain Wear Rescue campaign.
They’re joined by Mammut’s Chief Marketing Officer Nic Brandenberger, who shares the inside story of how the campaign came together, from the insight that “8 out of 10 jackets never see a mountain” to the decision to embrace humor.
Episode Topics:
How Mammut’s team turned an internal truth into creative gold
The challenges and wins behind Mountain Wear Rescue
Why humor in outdoor marketing is so hard to pull off
Working with Katie Burrell and casting for comedy
The evolution of Mammut’s brand voice and personality
Outdoor industry tropes that need to die
The Rock Fight’s final score: originality, brand fit, messaging, visuals & strategic cleverness
Spoiler: Mammut scores high and gives zero f*cks.
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Episode Transcript:
Producer Dave
00:00:02.080 - 00:00:39.870
This just in. Breaking news from the Rock Fight.
A group of San Francisco based tech investors have announced they are launching a subscription based publishing ecosystem of adult themed outdoor magazines. Gear Hunky plus will debut this spring with an orgy of coverage of all things uncovered outside.
The first issue will feature Alexi Handhold's attempt at the first clothing free solo of El Capitan in Yosemite, complete with centerfold listicles and affiliate links.
Gearhunky plus glossy full color print editions harken back to a day when people had to pay for their adult outdoor content or find it in the woods behind their house like everyone else.
Colin True
00:00:40.910 - 00:02:30.550
While that may not be true, you know what is true? Ibex Merino is as home in your shop as duct tape on Denali.
We're talking authentic heritage, real sustainability, privately owned and of course premium performance that has become legendary.
From everyday essentials like the Goatee to expedition ready pieces like the Mammoth hoodie, Ibex has a premium Merino lair ready to outfit any of your customers. Schedule some time with their team at GEOA Connect in Kansas City this November.
You know, maybe it's time to make a little room for the goat in your store. Welcome to the Rock Fight where we speak our truth, slay sacred cows and sometimes agree to disagree.
This is an outdoor podcast that aims for the head. I'm Colin True and today the brief is back. Time to take a closer look at Mammoth's latest brand effort with our own producer Dave.
But before we get to that, some programming reminders for you.
Come back to the Rock Fight on Monday where I'll be joined like I always am by outdoor industry insider and consigliere to the Rock Fight, Owen Comerford, as well as Brand expert producer Dave, who you're going to hear in today's show. And hey, have you subscribed to Gear Abbey, the newest outdoor podcast hosted by Shantae Salibair that is blowing up right now.
New episodes come out every Thursday and you can send your outdoorsy questions to deergearabbymail.com check out gear Abbey today.
And lastly, be sure to subscribe to News from the Front Rock Fight's semi weekly newsletter by heading to Rockfight Co. You can also send us an email with feedback on any episode of the rock fight@myrockflightmail.com so many ways for you to connect with us here in the Rock Fight universe, but all right. But today the brief is back. Like I said, I'm joined by brand and creative expert and Rock Fight Co Founder Producer Dave. What's up Dave?
Producer Dave
00:02:30.630 - 00:02:32.310
Dude, that's a lot packed in there.
Colin True
00:02:32.630 - 00:02:34.870
Well, you know, we just get a lot done in every episode.
Producer Dave
00:02:34.870 - 00:02:36.550
There's a lot of multitasking going on.
Colin True
00:02:36.630 - 00:02:37.510
This is what we do.
Producer Dave
00:02:37.830 - 00:02:38.710
Little bit of that.
Colin True
00:02:38.950 - 00:02:43.030
All these other outdoorsy podcasts are like, we're talking to this one person for like 90 minutes.
Producer Dave
00:02:43.670 - 00:02:49.910
No, we're going to talk to nine people in 10 minute intervals. That's right. Speed podcast.
Colin True
00:02:49.910 - 00:02:52.870
You get your money's worth. Which is free, I guess.
Producer Dave
00:02:52.870 - 00:02:56.910
Which is free. Damn it. We are such. That is roi, baby.
Colin True
00:02:56.910 - 00:02:58.230
It is for you to listen.
Producer Dave
00:02:58.790 - 00:02:59.270
Yes.
Colin True
00:03:00.590 - 00:03:55.050
All right, so if you've not heard an episode of the Brief, this is our kind of semi regular brand, Deep Dive. So far we've had a look at Speedland's Portland billboard efforts.
We had a look at Engineered for Whatever with Columbia, with Columbia's CMO Matt Sutton. And today it's Mountain Wear Rescue by Mammut.
Now coming up later in this episode, Dave and I will be joined by Nick Brandenburger, who is also the chief marketing officer, but this time for Mammut. And we're going to get some insight into how all of this came together.
And then we'll come back after that to wrap things up with DAV final analysis of the campaign where he will rank originality, brand fit, messaging clarity, visual impact and strategic cleverness, as well as determining how many fucks Mammoth gave in the creation of this campaign. I'm going to think it's probably a pretty low number. Let's get started. Dave, you know why did for we've had two episodes of the Brief.
This is the third one. Why did you want to go deep on Mammoth?
Producer Dave
00:03:55.130 - 00:04:30.550
Well, Colin, I think this one was kind of easy. It kind of rose to the top pretty quickly because once it kind of came through your social feeds, it had the, the benefit and I think the.
It achieved the status of standing out. Right? So immediately you looked at it and go, wow, this is, this is different. Now the techniques that they use are tried and true.
The type of humor that they used, I mean, just kind of the construction we've seen, but they did it well. And I guess that's the, that's the takeaway here. This. It stood out. I wasn't expecting Mammut to deliver and what they provided was done well.
Colin True
00:04:31.020 - 00:05:07.920
So if you haven't seen it, the campaign is a very much a mockumentary style in the vein of the Office.
You know, Christopher Guest movies of a team of folks who are assigned by Mammoth of running around and saving mountain Mammoth products that are not being used in their natural environment, which is the mountains. It stars Katie Burrell, who you might know here in the US as a kind of outdoor personality.
She's a filmmaker and a comedian and a bunch of other personalities as well. What am I missing, Dave? What else about this campaign should the listeners know about? Well, I'll link it in the show notes.
But what was it about the campaign that.
Producer Dave
00:05:07.920 - 00:05:57.280
Well, yeah, like you said, it's a mockumentary. So we're spying in. And the absurd.
And it's an absurdist premise, right, that they're giving tickets out for people who are not using their outdoor gear properly. So, again, taking on kind of the gatekeeping theme that comes up all the time, kind of turning it on its head.
You've got the hidden camera aspect and people kind of going and making asses of themselves into an unsuspecting public. Right. So there's a little bit of kind of. I would call that soft jackass to it, right, where they're playing these bit parts in terms of faux reality.
But like I said, I think that's the setup that we've seen. But they use it really well. And they've got a German comedian. What is it? Janik Appitz is a comedian, plays a designer.
Katie Burrell and her partner in crime, Lindsay.
Chris DeMakes
00:05:57.280 - 00:05:57.510
Ha.
Producer Dave
00:05:57.820 - 00:06:47.400
Kind of play the two that are out, you know, kind of just goofily making fools of themselves as they try to impose their will on an unsuspecting public. You also see cameos from. The CEO comes in. And so they. So they. Again, they're kind of merging the world, the worlds together.
And, well, like I said, what stood out to me, though, Colin, was not so much the construct, which I'm always down for a good mockumentary. We're part of the Spinal Tap generation. So it's like, you know, we're definitely. You know, it hits hard, but I think for me, it was.
Like I said, they landed the humor, which is really. That's the hard part. It's the construct we see all the time. There's a lot of just kind of like, oh, that's good. Oh, that's kind of funny.
But they achieved that rare kind of opportunity to be more than just AD Funny, Right? It's funny funny, Right?
Colin True
00:06:47.400 - 00:06:47.840
Yeah.
Producer Dave
00:06:48.240 - 00:07:09.990
And with that, it's the timing, it's delivery. That, to me, was obvious immediately. Oh, they're playing on a higher level. Give that to Katie and Lindsey specifically. Janik does, too, I gotta say.
But just the interplay back and forth, the way they cut the edits together really showed some understanding of how humor needs to play.
Colin True
00:07:10.630 - 00:07:24.670
Yeah, I think you're absolutely right.
There was a reason not to take just a shot at Chaco, but they recently did a thing on Instagram where they've got a yeti running around and trying on Chaco's, which it kind of falls into that. I think what you just described is like, oh, that's kind of funny. That was a nice 30 seconds kind of funny.
Producer Dave
00:07:24.670 - 00:07:30.630
And again, a premise. We know Yeti. Okay, but I'm always good for. I'm good for existing premises. Done well.
Colin True
00:07:30.930 - 00:07:31.130
Right.
Producer Dave
00:07:31.130 - 00:07:31.930
You know what I mean?
Colin True
00:07:31.930 - 00:07:44.370
Nothing offensive, but also it's like. Well, but hold on, let's stop for a second. What could you have done with this premise of Chacos and a yeti?
And it's like there could have been, I think, a whole other way, like, thread you could have pulled on that. And that's where I think the mammoth campaign really lands of like.
Producer Dave
00:07:44.370 - 00:07:49.570
I do have to correct that, though. I do have to correct. I'm sorry, it was a Sasquatch. It really wasn't a yeti.
Colin True
00:07:49.570 - 00:07:50.050
Sorry.
Producer Dave
00:07:50.130 - 00:07:56.530
Just different parts of the country, so probably different color fur on brand is definitely more of a Sasquatch.
Colin True
00:07:56.530 - 00:08:00.950
Are they both Bigfoots or big feats? Or big feats.
Producer Dave
00:08:01.110 - 00:08:09.790
Yeah. I don't know the genus of that family tree there, but that would be an interesting. I'd like to see that done out.
Colin True
00:08:09.790 - 00:08:14.950
Well, we'll see if they keep going with this Sasquatch yeti thing, then maybe we'll do an episode of the Brief.
Producer Dave
00:08:14.950 - 00:08:19.270
Somebody has to have done kind of the phylum, class, order, genus, species.
Colin True
00:08:19.510 - 00:08:35.570
There's some psycho out there that has absolutely done this. But back to Mammut. So. But, David, prior to this campaign, I mean, we're talking about 1869 or something like that, when this brand was founded.
What was your assessment or opinion of Mammut prior to this?
Producer Dave
00:08:35.810 - 00:09:36.920
Well, I'll definitely. I didn't think they had it in them. Right. I think that. I think. Look, and let me just back up a little bit.
I am a big fan and I've talked about this before, of when you have a performance brand and Mammoth is certainly a performance brand, that you have to establish your performance credibility before you take on humor and lighter and absurdist type of. Of themes, which are always popular. Right. They're popular. But to set the table of why you belong in this conversation.
So if you're a new brand, to me, that always makes sense to you can get attention with kind of humor. For sure. But I want to, I want to set those performance credentials with a brand that maybe they have to undo some mistakes in the past.
They're recovering. Right. They're diminished. So restarting the conversation in the case of someone like Mammoth, they are not diminished.
They don't need any kind of repair. They're certainly not a startup and they've kind of always been about the credibility.
That's really the kind of almost a monotone conversation frankly.
Colin True
00:09:37.000 - 00:09:37.400
Yeah.
Producer Dave
00:09:37.400 - 00:09:55.000
And so with them it was definitely they had an open door if they wanted to walk through it of okay, let's show another side of our personality and of the purple, the personality of the people who wear our products. We think that they have more than just one track mind of performance. So I think that's.
Colin True
00:09:55.000 - 00:10:14.120
Well, I mean I think it also starts with the culture Mammoth, which again I didn't know about prior to this too because you mentioned their CEO being involved in the campaign. Like that is actually that's their real CEO. That's the only one here who's not an actor.
And like they, they and it's not just limited to this campaign. He's in a bunch of stuff that they're doing. So talk about like demonstrating it from the top.
Producer Dave
00:10:14.840 - 00:10:43.860
Well look, I think again you have to have cultural buy in to do something like this. I mean it's, I'm definitely a big fan of trying things and seeing if they work and if they do doubling down and if not pulling away.
And sometimes you know the culture's gonna be resistant to it.
Cuz they've done one thing, you know, and I think we did hear stories or we're gonna hear stories of somehow that played out in kind of the production of this. But yeah, you have a CEO who's willing to try and you know, put himself out there for it. It says a lot.
Colin True
00:10:44.020 - 00:11:18.560
Yeah, yeah. Now if I'm worried about one thing and we talk a little bit about this with Nick in terms of like what's coming up next.
I'm worried this one may fizzle out.
I mean the one thing I liked about what we heard from Matt when we sutton at Columbia when we did that episode of the the Engineer for whatever campaign is going to have legs. They're going to roll this out. I mean maybe upwards of years. This is the new brand direction for Columbia versus this one from amout.
They're kind of at the end of it and they're trying to figure out what they're going to do next. They might bring some things back. I really feel like they could milk this one, but it may already be over too.
Producer Dave
00:11:18.640 - 00:12:26.440
Well.
The only thing that's as immediate or more immediate than your product introduction is your brand messaging in terms of what have you done for me lately. So you're right. That is always the case here. And so can they keep up the attention? Can they keep up the quality?
You know, humor is tough going to say it again, but they've demonstrated that they have some kind of feel for it. So yeah, I think that that bodes well. But now it's priority look too.
If they decide to move to a, let's say a performance based campaign next, that doesn't mean they're abandoning this again. A brand like that has many personality traits that they need to talk about and give kind of priority to.
And hopefully they're lay layering them in so that they've got some on the top, some in the middle, some at the bottom, and then they kind of filter through what get rises to the top. Right now, this is at the top.
So, you know, to that point about your Columbia, let's see in six months what they're doing, or let's see, even, you know, in a year. We come back, what have they done? Columbia has seemed to follow up pretty nicely with some of the stuff.
I think the stuff they have coming out for Halloween is a wonderful extension of where they're going.
Colin True
00:12:27.160 - 00:12:42.020
Yeah, it's really good. I think I just ultimately want the actual Mountain Wear Rescue team, like series.
I think I want Greg Daniel, you know, he launched, he did, they brought, they're doing the paper now at the spin off of the office. Like, can we also do Mountain Wear Rescue? Because I want, I want full episodes.
Producer Dave
00:12:42.100 - 00:12:51.780
It does, it does feel like a Netflix series or maybe Hulu, I suppose. You know, actually it probably is more like an fx, but it's still. It could be done.
Colin True
00:12:52.020 - 00:13:42.940
I agree. All right, well, let's take a quick break. We're here for some sponsors.
We come back, we're gonna be joined by Nick Brandenburger, the chief marketing officer for Mammut. And then stick around after that to hear Dave's final assessment of the Mountain Wear rescue campaign by Mammut.
All right, look, we all know the rock fight is the voice of the outdoor industry. And as such, I'd like to introduce a new brand. Bob and Doug McKenzie are here, everybody. Just hitting the outdoor scene. Everyone, meet Trovoca.
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Producer Dave
00:13:43.180 - 00:13:44.380
What is an E cooler?
Colin True
00:13:44.460 - 00:13:46.540
It's a electric cooler.
Producer Dave
00:13:47.180 - 00:13:51.100
It's not something where you put your electronic devices to keep them cool.
Colin True
00:13:53.260 - 00:13:55.820
When your laptop's overheating, you just pop it in there real quick.
Producer Dave
00:13:55.820 - 00:13:58.140
Pop it in. An E cooler. I kind of like that.
Colin True
00:13:58.140 - 00:13:58.700
I like that too.
Producer Dave
00:13:58.700 - 00:14:01.050
Put all my cords. Yeah, right.
Colin True
00:14:01.130 - 00:14:03.130
You could put a beer in there with it probably too.
Producer Dave
00:14:03.850 - 00:14:04.650
Who wouldn't?
Colin True
00:14:06.010 - 00:14:47.460
Hey, retailers, you want to get an in person look at the full range of Travoca products like the flagship Rigel DZ E Cooler or Travoca's Vega 1500 portable power station? You can at the 360 Adventure Collective show in Greenville, South Carolina this November.
And if you can't wait that long, head to travoca.com to learn more. Today, Trovoca or the best adventures are the ones that spark connection around the fire, at the table or under the stars.
Winter's unpredictable, guys. Mild one week, it's freezing the next. I mean, I grew up back in the mid Atlantic. Every inch of snow was exciting until it melted into a soupy mess.
And then to make things worse, it would refreeze on the driveway, making walking across it impossible. It's just going to be Owen's daily life here in about six weeks.
Producer Dave
00:14:47.540 - 00:14:49.940
It's beautiful right now in Michigan, I would tell you.
Colin True
00:14:50.580 - 00:14:51.280
No snow yet.
Producer Dave
00:14:52.150 - 00:14:52.390
Yet.
Colin True
00:14:52.950 - 00:14:53.350
Yet.
Producer Dave
00:14:55.270 - 00:15:10.630
You people over there in the west because you think that, that Michigan is this like snowy mess. No, I mean, we get some snow, but it's, it's, it's, it's cloudy and dull. But I hate to tell you, Owen, it's. It's worse than that.
We don't think of it at all.
Nic Brandenberger
00:15:10.710 - 00:15:11.190
Oh.
Colin True
00:15:12.630 - 00:15:14.150
Don Draper, Michigan.
Producer Dave
00:15:14.150 - 00:15:27.590
Okay. Okay, Mr. Portland. Jesus. Look, I can't go. You know, when you're on the west coast and you think about the east coast, like Colorado, it's just.
It's hard. Anything past that is just.
Colin True
00:15:27.750 - 00:15:31.910
Dave, you are on one today. I told you no edibles before the podcast.
Producer Dave
00:15:33.510 - 00:15:35.630
No, it's not just Edamame. Edamame.
Nic Brandenberger
00:15:35.630 - 00:15:36.230
That's right.
Colin True
00:15:38.630 - 00:16:20.880
Well, if. Whether you're in Michigan or Portland, going outside can become its own adventure. And that includes choosing what to wear.
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Producer Dave
00:16:21.040 - 00:16:22.560
Or is it going to say spam call?
Colin True
00:16:22.960 - 00:17:08.420
No spam. No spam.
Because coming early in November, LEMS is dropping a bold new lineup of minimalist boots and trail shoes built to go wherever the season takes you. Meet your new trail companions, the Trail Thrasher and the Trailblazer Mid.
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Just the latest additions to the lineup of the best fitting shoes you've ever worn. Also, retailers, be sure to see lem's when they exhibit at goa's Discovery Marketplace at the Kinect show in Kansas City this November.
And we'll be there, too.
All right, we're here today with Nick Brandenburger, the chief marketing officer of Mammut and the architect of Mammoth's mountain wear rescue campaign. Welcome to the show, Nick. Good to see you.
Nic Brandenberger
00:17:09.130 - 00:17:10.290
Thanks. Thanks for having me.
Colin True
00:17:10.290 - 00:17:38.310
Yeah, man. We're big fans of the work. Obviously, we're here. We're doing an episode of the Brief to kind of get into what led to this.
You know, we talk a lot about outdoor marketing, and it's sort of anytime someone does something interesting, it's. It's at least fun to see and then kind of determine, you know, how, you know, how effective it was.
I think in your case, Dave and I were very much excited when we saw it. But we have to start these conversations like we always do, with the big question when it comes to mountain wear rescue, what was the brief?
Nic Brandenberger
00:17:38.630 - 00:19:37.520
Yeah, it's a really good question. And I think there's probably three. Three elements, three requirements that for us led ultimately to the brief.
Like, one is we need to cut through the clutter. We're not like one of those big brands. We don't have super deep pockets.
We have to make our dollars kind of work really, really hard for us, really punch above our weight. So that's basically what that means, is we have to be super creative, super provocative, funny or shocking or all of these things.
And so we kind of always aim for the work to be so good that it gets shared. Trying to get free reach, basically. So that's one thing.
Number two, from a creative perspective, we wanted to kind of this to be a continuation of some work that we did last year to position Mamreza a mountain brand and not as a streetwear brand. And to be honest, on that one, that was 2024, we were all a bit surprised, right?
Like, I think that there was a lot of positive feedback from consumers, customers, partners, and even press. So we were. We were onto something with. With. With defining ourselves through a negative. Normally it's kind of.
I think this was one of the few instances where this created a more clarity than a positive description of our positioning. So that. But that was the second thing. It's really dovetail into that kind of work.
And then thirdly, we wanted this to be sort of loosely connected to how we execute across this fall winter 25 season, which is based on the idea of how Aura Files feel at home in the mountains more than like inside four walls. And that idea you'll see reflected across all the product launches throughout the season, all through the touch points and everything.
So, yeah, those three things, basically a combination of marketing effectiveness requirements, continuity in our campaign from last year, and then messaging coherence with the rest of the seasonal work, that was basically the three big things that we looked at.
Colin True
00:19:37.520 - 00:20:01.440
For the brief you mentioned, kind of the Mammut being a bit of a smaller brand in the outdoor scene at the same time, I mean, it's an OG man. 1862, I think, is when the brand was founded. I don't think a lot of people listening to this who are in the industry realize that.
I've been aware of Mammut since I've been in the industry, and I still would have said I was probably just one of those outdoor brands that started in the 70s or 80s or something like that, you know, so when you look at where the brand is now, was.
Producer Dave
00:20:01.440 - 00:20:03.080
It was the 1870s, Colin?
Nic Brandenberger
00:20:03.080 - 00:20:04.560
Yeah, exactly, exactly.
Colin True
00:20:05.280 - 00:20:15.280
Just like the north face. No, 100 years, you know. You know, where do you want the brand to be? Where do you guys want. Where do you see the brand, where it is now?
And where do you want the brand to go?
Nic Brandenberger
00:20:17.040 - 00:21:51.290
It's a really good question. And you know, actually the format of the campaign with.
With you know, some core assets for paid, and then a social first skit series that was actually pretty deliberately chosen to drive reach with a younger, more global audience. Because, as you say, right, like, we're a super.
Like, we're a storied brand, 160 years of history and expertise, but we've also been sort of, you know, quite classically Swiss, humble, understated in our brand expression over the past decade or so, and, you know, very focused on delivering high quality, functional products to mountain enthusiasts, which is not wrong. But, you know, we've also been a bit removed from the community and we haven't really celebrated our own purpose enough.
And so we are now starting to focus much more on storytelling that's really relatable, becoming less elitist and more real and really making sort of the lessons of growth that we learn on the mountains really central to our storytelling in all its brutal facets, like blood, sweat, tears and all, of course, also joy. But yeah, and also, maybe most importantly, don't take ourselves too seriously, right?
Like, have fun at what we do, laugh about our own nerdiness and failures and all that kind of stuff. So, in short, I would love for Mamo to become a brand that is, like, perceived as modern, culturally attuned, approachable and fun.
I think that's where I want it to be.
Producer Dave
00:21:51.290 - 00:22:29.330
I think that's definitely. You can see that in the pieces. Kind of the serial structure of it, where you've got the different episodes leading up, different character types.
No, I think it's great.
I also want to add, like, you just kind of hit on the idea that a brand needs to stick to a single type of story or storyline, to me, is a little dated. Right. And brands have multiple storylines, they have multiple personalities, right?
And so being able to show them really kind of rounds out your brand as a. As a relationship. You know, who am I with?
Sometimes I'm with the serious, sometimes I'm with the hardcore, sometimes I'm with the playful, you know, that kind of. So that I really think you hit that.
Nic Brandenberger
00:22:29.650 - 00:23:24.170
Absolutely. And I. I always say, like, you know, a brand is, in a way, is like a person. And you have multiple facets of your personality.
And, you know, you can be like, think of a mountain guide, right? Mountain guides, like, are there to kind of like, keep you alive in the mountains.
And they're, you know, super knowledgeable people, but they have the nastiest jokes, right? So they. They can be, like, super serious and, like, save your life and, like, you're literally, like, you're your Life is in their hands.
And on the other side, you can have a laugh and, like, be funny and, you know, like, and. And joke around. And those two sides are perfectly compatible. Right.
And I think as a brand moment has been a little bit more on one side, but now we're really, like, over the past two years, I think we've been opening up to, like, a new kind of vibe, and it feels like we're having some more fun at work, which is. Which is showing in the execution.
Colin True
00:23:24.570 - 00:23:31.210
Well, let's get into the campaign. I mean, number one, did you guys have a creative partner on the campaign? Was this all internally driven or did you have an agency you worked with?
Nic Brandenberger
00:23:31.850 - 00:24:07.830
No, yeah, we have. So we have a creative agency, so Belmoretti Adept. That's kind of like our. Our agency of record.
And then we worked with Josh Sampiera at Zoom, which is like a smaller agency out of Austria that we worked on with this. And, yeah, we also created some of our own content to complement the campaign and extend sort of like the channel mix. We had, like, job descriptions.
We did a job search on LinkedIn, and we had a little stint at the Oktoberfest as well with our CEO. So, yeah, we did some of our own content as well.
Colin True
00:24:08.800 - 00:24:12.240
That's your actual CEO in these bits, right? I mean, that's it. That's it.
Nic Brandenberger
00:24:12.720 - 00:24:14.880
Yeah. Yeah. No, no, no, that's our CEO.
Chris DeMakes
00:24:14.880 - 00:24:15.280
Yeah.
Colin True
00:24:15.280 - 00:24:21.280
That's. As a brand guy, that's got to be a little nice to know that he's kind of like, down to clown around a little bit, right?
I mean, like, that's gotta be nice.
Nic Brandenberger
00:24:21.600 - 00:24:36.080
Oh, yeah, totally. I mean, for. For the. For the. For a campaign earlier this year, I strapped him to the north face of. Of Iger on a desk. That was also pretty fun. And.
And he's up for that kind of stuff. I really love him for that.
Producer Dave
00:24:36.080 - 00:24:40.820
What is it? Parasailing in to announce the winner? Exactly.
Nic Brandenberger
00:24:40.820 - 00:24:41.580
That as well.
Producer Dave
00:24:42.220 - 00:25:01.940
By the way, that is f. Colin.
I don't know if you've seen this one, but he joins a group chat or a video chat while in the air, strapped to a, you know, guy parasailing down the valley. And they're totally surprised that all of a sudden the CEO appears and, you know, what? 2,000ft up. It's. It's amazing. It's a fantastic look.
Colin True
00:25:01.940 - 00:25:09.550
You know, Troy Saot, Ryan Gellert, Caroline Brown, you guys, you've been served notice here. You know, Come on, You know, right?
Producer Dave
00:25:09.710 - 00:25:16.110
I want to see the. I want to see the. I want to See the board meeting conducted in free fall. I think that would be fantastic.
Colin True
00:25:16.510 - 00:25:19.630
He's like the Tom Cruise of outdoor CEO.
Producer Dave
00:25:19.630 - 00:25:20.190
That's right.
Colin True
00:25:20.190 - 00:25:22.550
He's like, telling the board, like, what do you want me to do?
Producer Dave
00:25:22.550 - 00:25:28.750
You know, in a circle by their hands, like, yeah, that's right. I passed this motion. There you go.
Colin True
00:25:29.230 - 00:25:37.580
So how did this all come together, Nick? Like, how did it all develop? I mean, like, how long was it in development? Like, what's. What's sort of the backstory of the campaign. Yeah.
Nic Brandenberger
00:25:38.540 - 00:26:59.250
To tell the truth, it wasn't actually that easy, or it was a tough nut to crack. I have to be super honest to you guys.
We briefed for the campaign almost a year ago, and now it's just because we wanted to have a little bit more time to develop something. But we churned on getting to this idea for six or seven months. We were just, like, you know, going from.
From one idea to the other, and, like, just, you know, we couldn't land it. And then there were. There were probably. There are two or three moments that I feel like were.
Were kind of leading or like, we're untying that knot, and they were happening more or less at the same time. One was our. So Paul, our CPO, often says that 8 out of 10 of our jackets never see a mountain. And that wasn't news to us.
We know that's just the way things are. That's where our consumers are and everything. But there was something in the way he said it.
He didn't say 8 out of 10 of our jackets are used in the city. He said, they never see a mountain. And in this slightly pained voice. So for us, that was kind of like, that was one thing that. That inspired.
Inspired us.
Colin True
00:26:59.250 - 00:27:03.690
It just hit me, hey, we're the mountain brand, and none of our shit goes to the mountains.
Nic Brandenberger
00:27:03.690 - 00:27:04.250
Exactly.
Colin True
00:27:04.250 - 00:27:04.490
Right?
Nic Brandenberger
00:27:04.490 - 00:28:01.070
Like, and then. And then, like, I think it was, like, same day or the day after, we were really, like, pouring over those. Those ideas.
And then someone shared this Solomon, like, a meme that.
Where consumers are saying, like, they're taking their Salomons to the trail and they're posting something like, showing my Salomons the life they deserve. And that hit a nerve too, right? Like, because it came from the community and not from a brand. And we felt like, hey, that's interesting. Right?
So we had this combination of an internal insight where we're like, okay, so so much of our product is actually just, like, running around in cities and on the commute and everything, and then this external sort of Community based observation. And we sort of all felt like, well, we stumbled onto something here. This is true.
This is, is strategically relevant, this is culturally relevant, and it could be executed in a really funny way. So from there, everything came together fairly, fairly quickly then.
Colin True
00:28:01.150 - 00:28:07.310
So your background, like, you, you, you're, you're not really, you don't have that outdoor background. Right. But Mammoth's kind of your first really big job in the outdoors.
Nic Brandenberger
00:28:07.310 - 00:28:07.870
Exactly.
Colin True
00:28:07.950 - 00:28:42.790
Ebay and fandom and places like that.
That is always kind of when we hear people talk about, you know, executives getting hired at outdoor brands or sometimes there's consternation about that. Right. Like, oh, what are they going to know about, you know, our world? You know, I think there's always the fresh eyes on a, on a situation.
What kind of purview did you bring in? This, what did you, did you find any challenges bringing in sort of an outsider's perspective?
Were there people like, wow, we got to go more traditional here, guys. We need, we need the glowing tent on, by the alpine lake with the pine tree and the acoustic guitar in the background.
Like, that's, that's what we do. We're the outdoor industry.
Producer Dave
00:28:42.870 - 00:28:46.750
You know, silhouette on a mountaintop with my arms above my head.
Colin True
00:28:46.750 - 00:28:49.710
That's right, the victory pose. Conquering the mountain.
Nic Brandenberger
00:28:49.710 - 00:28:50.750
Yeah, exactly.
Producer Dave
00:28:50.750 - 00:28:52.990
Puppy jacket would just tie the whole thing together.
Nic Brandenberger
00:28:53.630 - 00:29:06.590
Yeah, exactly.
No, I think, you know, it's, it's actually interesting because like, on the one hand, I'm still getting grief from, from around the company in a way that I'm not, I'm not from this industry. I'm like the newbie and like, okay.
Colin True
00:29:06.590 - 00:29:09.910
So, you know, keeping outdoor industry persists, man.
Nic Brandenberger
00:29:09.910 - 00:29:46.970
Exactly. But on the other side, I think there's, there's a lot, it gives me a lot of freedom to challenge things. Right. Like, why are we doing this?
Like, why is this like that? And like, you know, so I think I came in with a fresh pair of eyes.
It was, for me, in a way, the outdoor industry was just like working on so many, like, similar visual benefit, visualization, similar kind of like, you know, they're doing like the long format films and then this and that, like some storytelling. But it all felt like, like pretty exchangeable. Like you, you just cover the brand name. It could be, it could be just as well any other brand, right?
Colin True
00:29:47.130 - 00:29:47.690
Yep.
Nic Brandenberger
00:29:47.690 - 00:31:02.480
And in, in a way, what, what becomes clear is that like, we don't own the mountains, we don't own the, the, the, you know, the territory, the geography around like, what we're, what we're Showing. So that's not. You can't use that as a. As a distinctive asset for your brand. So it's. It's. And everyone has the epic shots.
Everyone has the beautiful landscapes. Everyone has the, you know, bl. You know, and all that. So you need to bring in more of your brand's character.
You need to bring in more of your brand's distinctive assets to make it ownable. Right. And to build. Build out a character, you know, you need to decide, are you, like, the serious brand? Are you the funny brand?
Or, you know, can you flex a little bit? You know, what is your edge? How do you differentiate? How do you position yourself in the minds of the consumers? And I think that's.
That's where I came in and could bring some fresh perspective. Right. But it's like, to be honest with you as well, like Mahmoud, again, it's a super storied brand. It's a diamond in the rough.
So it's not about changing the brand completely. It's about polishing, sanding around the edges. And there you are. I think we're on a good track.
Colin True
00:31:02.960 - 00:31:15.970
If anybody's doubting your bonafides. Nick's recording with us today from the Alps, where he's going to be mountain biking and hiking all weekend. So he's legit, everybody. All right.
You know, he's not, like, looking at a computer.
Nic Brandenberger
00:31:16.370 - 00:31:21.090
It's easy if you live in Switzerland. Like, the Alps are just, like, around your house.
Producer Dave
00:31:23.090 - 00:31:52.030
Back to the creative piece. How did you land on the. Like you said, it came together. You had your aha. Moments of insight, which I think totally, totally makes sense. I love those.
And then, like you said, it comes together quickly. How did you land on the mockumentary style and the. The. The kind of casting that you did?
Because it is a particular type of tactic that often brands are scared of, frankly, because humor can. Doesn't always. Doesn't always land. But you guys. You guys seem to. To hit it.
Nic Brandenberger
00:31:52.190 - 00:32:41.190
Yeah. I mean, again, I think this was just like something where we felt like it's not a.
It's not a standard way of going out there with, like, your, you know, with your storytelling and. Or with your brand films.
It's maybe it comes maybe a little bit from the left side or like, you know, something that you see from, maybe from other brands, but not in this category. And I think we felt like the skit series was a really interesting format.
It allowed us to bring in humor, which was super important for us because the way we're kind of seeing this Was you have one piece that is polarizing, that is kind of like a paid media piece, a little bit of a launch film of sorts. And that was really designed to be polarizing and that's what it did.
Colin True
00:32:41.670 - 00:32:47.510
That was a little more almost self serious with the agents with the glasses on kind of going around, right?
Nic Brandenberger
00:32:47.590 - 00:33:21.560
Exactly, exactly. And like, I mean, obviously we had a lot of discussions around this.
Like, is this, you know, the right time to kind of show up with this kind of creative. But like, the engagement on the asset was worth a lot because it created so much reach, it created so much engagement on those posts.
And this has then set the stage for us to build up that tension and then come with a skit series that in a way almost relieves that tension and helps us kind of show up with the right character that we ultimately wanted to stick.
Colin True
00:33:21.560 - 00:33:50.860
Well, I'll say outdoor industry LinkedIn is a funny place because I remember so the day one reaction of that piece, right, was sort of like, oh, what is this? What is the gatekeeping that Mammoth is doing now? That kind of thing.
And then to your point, so I'm trying to picture you@mammut HQ, like monitoring these comments and then you drop, you know, the Katie Burrell pieces and all the, the follow ups and it's like, oh, this is what they're doing. I mean, was that kind of, was that tough to kind of go through that, you know, the process of those, that release schedule?
Nic Brandenberger
00:33:51.419 - 00:34:50.989
It was, it was tough because I think there was, there was some nervosity on our side, obviously. Right. Like, because it could have, like it could have gotten so much traction that we would have had to advance the release of the skit series.
So we really wanted this to kind of sit and marinate for like a week and put, you know, like day two, you know, there was, you know, there's more coming in and there's more feedback and like people are like getting cold feet a little bit and I'm like, no, no, no, it's not yet, it's not, it's not yet boiling. It's like just, you know, just wait it out. Like just, you know, let it go. Because it's, it, it is true that it created the conversation.
It created, you know, a lot of engagement. And that reach was really, really good because then you can follow up with a skit series and you can really kind of dive in there.
And I think it was a little bit of a risky approach, I have to say that. But I was actually quite confident that we would land it Right.
Producer Dave
00:34:52.349 - 00:35:11.930
I think the casting of Katie was very deft. She really did bring the exact kind of nuance to it. The whole team did. But I think just that to me was one of the, the insights to the.
Obviously some of the other characters were fantastic. You know, Yannick, the designer is just, is great. And same with the. What is it, the CEO's daughter? The social media.
Nic Brandenberger
00:35:13.530 - 00:35:13.810
So.
Producer Dave
00:35:13.810 - 00:35:23.530
Well, yeah, but I think. So I do have to ask this. Any hesitation to featuring an American as your lead spokesperson in this campaign?
Nic Brandenberger
00:35:24.650 - 00:36:01.900
Not at all, no.
I think for me it was actually almost, almost something that I felt like is required to generate a little bit more reach and relevance in like in regions where we're otherwise not that visible and you know, difficult for us to cut through.
So for me it was almost like a no brainer to say, like, hey, actually if we wanted to be seen in North America and cut through some really, you know, provocative, funny content, then we have to have, we have to bring in some local relevance. And there's no better way than. And to do that with Katie. I mean, she's absolutely brilliant.
Producer Dave
00:36:02.620 - 00:36:05.340
You're not worried about her invading Greenland or anything?
Nic Brandenberger
00:36:07.980 - 00:36:13.020
Not at all. I wouldn't have known that that was her plan all along, but.
Producer Dave
00:36:15.420 - 00:36:18.700
You know those skiers, they can be awfully crafty.
Nic Brandenberger
00:36:19.260 - 00:36:20.860
That's right, exactly.
Colin True
00:36:21.100 - 00:36:24.540
I guess. Your last segment. How long does this run? Please tell us there's more coming.
Producer Dave
00:36:24.780 - 00:36:38.400
Well, I was going to say based on the success of Ted Lass turning an ad into a show, can we expect a Netflix series? And is there going to be a season two of this, of this?
Colin True
00:36:38.400 - 00:36:46.120
Ted Sarandis, get on the phone with Nick. Let's make this happen. You know, Apple got Ted. You can get Katie and crew in a season two.
Nic Brandenberger
00:36:47.240 - 00:37:30.780
I think. Yeah, I think in this case I would have to reach out to Netflix and really do a pitch. But no, I mean, you're right.
Like, I think we, we feel like we touched on something that is super interesting. This particular campaign. We've concluded on this maybe with a cherry on the cake before Christmas. Let's see where we get with this.
But yeah, we launched some other stuff now. New generation of Pinnacle Performance. Eiger Extreme is just out in the market, so we had to move on. But we're definitely going to follow up on this.
And also in terms of the format, I think we feel like, like this has some, some more Runway. For sure. Yeah, stay tuned.
Producer Dave
00:37:30.780 - 00:37:31.220
That's great.
Colin True
00:37:31.220 - 00:37:57.420
Well, right on. Well, Nick, thank you so much for spending a few minutes with us. Congrats on the campaign. Excited to see what you guys are gonna do next.
I think, you know, if the. The takeaway here obviously is, you know, brands. Hey, try stuff.
You know, I think we're making fun of like, the tropes, but that's also cause the tropes have been done to death. So, you know, spend some time, you know, put. Pull together some cool ideas. I mean, and really fun, interesting things can happen, especially in our.
In our outdoor space. But appreciate you joining the show, buddy.
Nic Brandenberger
00:37:57.420 - 00:37:59.190
Thanks me. Really appreciate it.
Colin True
00:38:00.310 - 00:38:20.870
All right, we're back with the final analysis. So, Dave, you got. Here are the categories again. We've got originality. All right, Brand fit, Messaging Clarity, Visual impact, Strategic cleverness.
So this is out of 10, one being the worst, 10 being the best. Mountain wear Rescue Mammut. Dave, what'd you give it for? Originality.
Producer Dave
00:38:21.030 - 00:38:44.730
Originality. Okay, well, like I said, the mockumentary is a tried and true.
Even the way that they've, you know, kind of the camera setups, things like that, I'm gonna say we've definitely seen that before. But in our sector, in our space, it's definitely hasn't been employed in the same way. I'm gonna give them a seven and a half.
Colin True
00:38:45.050 - 00:38:56.120
I think that's fair because it is done. It has been done. But you're right.
The only argument I'd say to me to go a little higher if you wanted to, is that I think many other outdoor brands would try this and fail miserably.
Producer Dave
00:38:56.120 - 00:38:59.520
Well, originale doesn't actually speak to. Did they land it?
Nic Brandenberger
00:38:59.520 - 00:39:00.200
Yeah, that's a good point.
Colin True
00:39:00.200 - 00:39:00.760
I mean, so.
Chris DeMakes
00:39:00.760 - 00:39:01.040
Right.
Producer Dave
00:39:01.200 - 00:39:03.000
So I mean, they certainly landed it.
Colin True
00:39:03.000 - 00:39:11.120
But yes, seven and a half, I think is fair. That's a good score. That's a good score. Okay, seven and a half for originality. Moving on. Brand fit.
Producer Dave
00:39:11.520 - 00:39:36.720
Wow. I gotta say, before they landed it, I would have said that this is not what Mammoth brings to the table. But I think they hit it.
I think that the personalities, the subtleties, I mean, the fact that they can laugh at themselves again, Janik, the German designer, is amazing. I'm gonna give them an 8. I think it fits their brand.
Colin True
00:39:36.960 - 00:40:12.120
Yeah, I agree. I think the thing that I like about it is obviously they had run ads before.
I mean, they acknowledge, and I think Nick even did during our conversation around how, like, so much of the stuff is. Every outdoor brand deals with this. You know, 90% of what they make is streetwear. Right. It's not used in the mountains.
So there's a subtlety about the reality of making Outdoor stuff.
It's a little like understanding kind of your place in the world here while still elevating what is cool about your brand, that it is a mountain brand and still poking fun of it. It's very layered and I just, I really appreciate it. It isn't just so on the nose one, A one note campaign.
Producer Dave
00:40:12.760 - 00:40:15.240
Which brings us to the, the third point though.
Colin True
00:40:15.320 - 00:40:16.360
Messaging clarity.
Producer Dave
00:40:16.520 - 00:40:51.740
Right. And to that point, do they get across the idea that.
That preconceived notions of use are a little absurd and gatekeepy and just as absurd as the fact that we, we spend money on these really capable performance items that will never see what they were made for. Right. I mean it's, it's equal two sides of the same coin. They kind of, they highlight that piece. I think they get.
And does it show levity that hey, we're a brand that has a little, little bit sense of humor and aren't so self serious. So I'm, I'm going to give it a nine.
Colin True
00:40:51.980 - 00:40:52.380
Nine.
Producer Dave
00:40:52.380 - 00:40:54.540
I think, I think they nailed it. I think they nailed it.
Colin True
00:40:54.540 - 00:40:59.980
This might be. I, I don't remember what we gave the other ones.
We'll have to go back and look what we gave the other brands and then put a post on Instagram or something like that.
Producer Dave
00:40:59.980 - 00:41:00.460
I don't know.
Colin True
00:41:00.540 - 00:41:01.740
But this might be the highest.
Producer Dave
00:41:02.140 - 00:41:06.060
Coffee's really good this morning. So I'm just kind of going with a nice dark roast. Feeling it.
Colin True
00:41:06.220 - 00:41:24.110
Well, I like that. It's because we, the point we made, the point you made about it, the humor landing the point that they pulled it off and that it's, it's just funny.
It's not outdoor funny. It's funny. You're. If you're an outdoorsy person and you know all the trop. But it's funny anyway.
And so that makes me as an outdoorsy person want to support their brand.
Producer Dave
00:41:24.110 - 00:41:26.430
Timing and delivery, man. Timing and delivery.
Colin True
00:41:26.430 - 00:41:40.750
And if you are an outsider looking at just needing a rain jacket or a beginner outdoorsy person and you saw this, you'd probably. It would resonate with you to the point where this might become your go to brand. So. Yeah. Agreed. All right. Visual impact.
Producer Dave
00:41:42.270 - 00:41:48.490
Okay. This is a tougher one for a campaign that is inherently quasi realistic.
Nic Brandenberger
00:41:48.960 - 00:41:49.200
Right.
Producer Dave
00:41:49.200 - 00:41:52.560
In the sense that the mockumentary has a certain look to it.
Colin True
00:41:52.640 - 00:41:52.960
Right.
Producer Dave
00:41:52.960 - 00:42:02.400
Your camera angles, the way that the actors come in and out. I, I think so you're kind of limited to what you can do visually. I think they did it very well.
Nic Brandenberger
00:42:02.560 - 00:42:03.040
Yeah.
Producer Dave
00:42:03.120 - 00:42:32.440
Because they played the medium and they played the. The theme. But if I'm gonna go like. Like, you know, we.
We looked at a North Face video a little while ago and, you know, or even what we just saw with Columbia, where those visuals jump out of the screen and grab you, it's just not that kind of campaign. So I'm going to give him a 6.5. Just a 6.5. But that is in no way, again, you know, denigrating the concept. It's just the nature of what you need.
You need to be understated in your visuals.
Colin True
00:42:32.440 - 00:42:39.680
Are you dinging them a little bit for just because of the. What they chose to show? I mean, it's harder to be more.
Producer Dave
00:42:39.680 - 00:42:44.560
Visually imprinted, probably, but, you know, you add a little bit of motion graphics to it, you know, some kind of.
Chris DeMakes
00:42:44.790 - 00:42:45.030
Of.
Producer Dave
00:42:45.110 - 00:42:49.110
I don't know, just. Come on, give me something. Give me a logo at the end that jumps out.
Colin True
00:42:49.430 - 00:42:52.630
All right, fair, fair. All right. And last one. Strategic cleverness.
Producer Dave
00:42:53.830 - 00:42:56.550
I mean, 10.
Colin True
00:42:56.550 - 00:43:00.470
Yeah, I was gonna say, come on. Like, have you seen a more clever campaign?
Producer Dave
00:43:00.550 - 00:43:10.090
I mean, they just hit it again with their brand. Like, part of it's the surprise, so the brand fit, you know, that goes together with that. Like. Yeah, that was well done.
Chris DeMakes
00:43:10.240 - 00:43:10.440
Done.
Producer Dave
00:43:10.440 - 00:43:11.000
Well done.
Nic Brandenberger
00:43:11.000 - 00:43:11.360
All right.
Colin True
00:43:11.360 - 00:43:14.240
So of the five main categories, they get a 41 out of 50.
Producer Dave
00:43:14.640 - 00:43:15.080
Wow.
Colin True
00:43:15.080 - 00:43:25.520
I gotta go back and look. That might be the highest we've given so far.
Or you've given so far that we do have our bonus category of producer Dave's fucks to give, which I can't remember. How do we define fucks to give?
Producer Dave
00:43:26.080 - 00:43:28.240
Do they give a brand?
Colin True
00:43:28.320 - 00:43:28.720
Right.
Producer Dave
00:43:28.720 - 00:43:34.160
Do they give a fuck? And I. I think that is solidly in the. No, they do not.
Colin True
00:43:34.640 - 00:43:35.920
Zero fucks to give.
Producer Dave
00:43:35.920 - 00:43:54.540
Zero fucks to give. They were gonna do. They knew it was a risk, they did it anyway. They took a total risk or a bet on humor. Being able to land humor.
They even played on the fact that they might not be able to land humor. So good for them.
Colin True
00:43:54.620 - 00:44:04.240
Yeah, look, and you heard Nick talk about it. I mean, he came from outside the industry. He still catches grief from people inside his own brand, as he should, not being. And I'll get an insider.
Producer Dave
00:44:04.870 - 00:44:05.110
Right?
Colin True
00:44:05.270 - 00:44:06.310
That paid off here.
Producer Dave
00:44:06.630 - 00:44:07.750
Yeah, right.
Colin True
00:44:08.070 - 00:44:10.310
If the buck stops with him as the chief marketing officer.
Producer Dave
00:44:10.310 - 00:44:15.590
You know what? Pictures of you on the rope toe. That's not something to be prideful of. Like, just. Come on, just.
Colin True
00:44:16.230 - 00:44:23.110
That's right. All right, I think we did it. Anything else?
Producer Dave
00:44:23.990 - 00:44:29.750
No, I don't think so. It was a good catch. Colin, this was a good campaign.
Colin True
00:44:29.830 - 00:44:46.290
This is a good one. Yeah. All right, well, stay tuned for the next episode of the brief. That's the show for today. The rock fight's a production of rock flight llc.
Today's episode produced by kind of my co host and the driver of the brief, producer Dave art direction provided by Sarah gensert.
Producer Dave
00:44:47.730 - 00:44:49.810
Sarah, where's the brief? Gensert.
Colin True
00:44:49.810 - 00:45:11.260
Where's the brief? Gensert. That's it. That's sticking. The rock fight's a production. At rock fight llc, I'm Colin true. Thank you for listening.
And here to take us out is Krista makes. We should get him on the do the brief. I don't know why we would, but let's just do it. We could do less than Jake as a the brief for a ska band.
There you go with the rock fight fight song. We'll see you next time. Rock fighters.
Chris DeMakes
00:45:19.660 - 00:46:06.880
Welcome to the rock fight. Where we speak our truth, slay sacred cows and sometimes agree to disappoint. Disagree.
We talk about human powered outdoor activities and big bites about topics that we find interesting like pop culture, music, the latest movie reviews, ideas that aim for the head. This is where we speak our truth. This is where we speak our truth. Rock fight. Rock fight. Rock fight. Welcome to the rock fight. Rock fight. Rock fight.
Welcome to the rock flight. Rock flight. Rock fight. Rock flight. Rock fight. Rock fight. Welcome to the rock fight. Rock fight. Rock fight.