Berghaus heats up winter marketing with ‘Cold Studies’ campaign

Berghaus has launched a major new campaign to promote its latest collection of insulated apparel. ‘Cold Studies’ will be a long-term platform to inspire lovers of the outdoors to seek out cold-weather adventures, while showcasing the brand’s latest technical product developments.

Timed alongside the launch of its new Autumn/Winter range, Cold Studies celebrates the cold as a canvas for play and exploration, depicting how Berghaus’ insulated products allow outdoor enthusiasts to stay outside for longer on the trails, in nature or in the city.

The brand campaign, across media, social and retail activations, will run until February 2024. Supported by EssenceMediacom, the campaign will have a high-street presence in London, Liverpool, Newcastle and Manchester. Blacks, Tiso and Go Outdoors are partners and will feature interactive window displays and integrated shopper marketing activations at key sites.

Founded in 1966, Berghaus has a long heritage in making insulated products. It’s helped some of the world’s most renowned climbers and athletes to reach new heights and, in recent years, has been at the forefront of numerous innovations, particularly in the down category. The brand pioneered water-resistant down apparel – a game changer for the outdoor industry – and has also led the way with technologies such as body mapping.

Dan Cunningham, global head of brand for Berghaus, added: “Winter is very much in our wheelhouse. And with a new range of winter gear about to hit the pegs, we’re going big! Cold Studies is the result of some impressive work from a great team. It’s intended to position us front of mind and showcase our long-standing heritage of innovation for cold weather. We’re excited about how consumers are going to engage with it, as well as the impact it will have for our retail partners.”

Campaign strategy and creative direction is delivered by Clubhouse Studio and shot by in demand photographer Teo Giovanni Poggi.

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