Case Study

Dometic

From Niche to Mainstream - Overlanding, RV & Vehicle-Based Adventure Expertise

Overview

Adventure is at the heart of every brand that we work with at Verde, and this is perhaps most apparent in clients like Dometic who have made their name in the Overlanding space. Dating back to our agency’s early days, we’ve lived and breathed these industries, driving great coverage in endemic publications while also introducing products to broad audiences.

With Dometic, we assisted in everything from product launches to securing coverage for existing products to bringing their best-in-class products to a broader, more diverse audience. In short, we brought products out of the truck/van/camper and into the car, home, and campsite, and the outdoors is the better for it.

During Dometic’s tenure as a Verde client, we delivered support in launching several new products, broadened the brand's reach into new markets, and helped Dometic become a more trusted brand in the outdoor and Overlanding spaces.

Core to this success is Verde’s expertise in Overlanding and adventure outdoors products. Spanning from the true overlanders to the weekend warriors. Aside from being active participants ourselves, we’ve built this bank of knowledge, contacts, and strategic ability through the years in our work with various clients. This leaves us poised to help brands in the overlanding space, whether it's reaching out to this market segment, casting a wider net to reach new audiences, or introducing new products.

Tactics

With Dometic, it all came down to consumer awareness. Dometic is a brand name that’s as synonymous with RV and Overlanding as Peanut Butter is with Jelly. But with many of their products extending beyond that sphere, the more general outdoor consumer needed to learn about their offerings. And the product that made that possible was the CFX-3 Powered Cooler.

Leveraging the brand's cache in certain niche markets, Verde was able to parlay the attributes that made the just-released CFX3 so appealing to Overlanders and RVers and make it appealing to more general outdoor and even broad market audiences, opening ourselves up to the myriad ways in which Dometic and its products can let consumers live a more mobile life, without sacrificing the amenities of home.

Though Dometic is one of many brands that offer powered coolers, the resulting media blitz and coverage stemming from CFX3 outreach increased brand awareness to the extent that if you were to ask someone now if they’ve ever heard of powered coolers, chances are they’d say “oh, you mean a Dometic?”