THE COLEMAN COMPANY, INC

As the sole copywriter for Coleman, I helped reinforce the legacy that they had built over the past 117 years. As I was helping refine their brand messaging, I also created consistent product narratives that better targeted and differentiated their world-famous products covering over 6000 SKUs across 20 product categories within seven brands. At the same time, I developed new company-wide processes to streamline copy production and delivery.

 

BRAND REFINEMENT

Already a global household name, Coleman was well positioned as a leader in creating quality recreational outdoor products designed to help people enjoy more moments with friends and family. I played a large part in reinforcing their brand, including developing messaging and copy for several key branding campaigns. The Made in the USA campaign increased awareness of the company’s American roots and manufacturing facilities. The second major campaign was in support of a partnership with the National Parks Foundation celebrating the National Parks Service centennial.

 

ESKY® SERIES COOLERS

In 2013 Coleman expanded on their revolutionary history of cooler manufacturing by launching a new line of hunting/fishing coolers for the serious outdoorsman. These coolers retained ice for days longer than a regular cooler and were much more rugged. Because the audience was different from their traditional customers, these new coolers were built under their own sub-brand: Esky®. I developed the main messaging and tone of voice for this new brand, its subsequent website launch, and helped communicate when the coolers were later certified as resistant to grizzly bears.

 

PRODUCT NARRATIVES

I joined Coleman in the middle of a packaging rebrand. To match the new look, the packaging copy for several thousand SKUs was overhauled, including a move from English-only to trilingual text (English, Spanish and French). However, there was no mechanism or process to ensure that these updates could be applied to the content for other communications channels. As you already know, inconsistent messaging can easily lead to consumer confusion and, ultimately, mistrust. So in addition to rewriting the copy for all the transition SKUs and writing copy for newly developed products, I also created a central copy database from scratch, standardized copy, and developed new information flow and copy delivery processes. In the end, I cleared out several years of backlog copy projects and created a consistent message for each product across all main communication channels.

CLIENT/EMPLOYER INFO

$1.2-billion, international company producing outdoor recreation products

 

DATE OF PROJECTS

2013-2017

 

ROLES

Copywriter

Brand Refinement

Product Narratives & Copy

Campaign Development

 

PROJECT TYPES

Packaging

Web Content

Catalogs

E-commerce

Videos

Print/Digital Ads

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