Brand building in the snow

By David Bomphrey

Recently many people had a day or two off due to the snow. Lots of people took the chance to let their hair down, have fun and play with their families. For some brands this is exactly what they want people to do all the time. Extreme Group, who operate businesses centred around “adrenaline living”, extreme sports to you and me, were hard at work branding the snow to show how their lifestyle is a comfortable fit with city living. They called it “snow tagging”, graffiting the snow.

The Extreme Group CEO, Al Gosling said, “Extreme has a long history of both branding innovation and association with alpine adrenaline living, but its not very often we get to bring these both together onto the streets of London.”

Clearly a great piece of innovative thinking based on consumer understanding and a well taken opportunity and centred on that element of fun!