Case Study

ORCA

Securing Brand Coverage Amidst Supply Chain Halt

Overview

Verde was hired by ORCA Coolers in 2020, just as the COVID-19 pandemic struck. Verde was tasked with promoting the brand’s USA-made hardside coolers, with the goal of solidifying the brand as a leader in the cooler space, going head-to-head with brands such as YETI, Igloo, RTIC.

We were abruptly faced with a challenge when supply chain issues related to the pandemic had ORCA sold out of product and media samples of their USA-made hard side coolers. In addition, all of the new product stories we were slated to tell were delayed due to supply chain issues. We had little to no “newsworthy” news to share, at the fault of a global pandemic. With one of our key stories and selling points at a standstill, we had to adapt in order to continue raising brand awareness and generating product reviews.

Tactics

Verde quickly pivoted to a focus on ORCA’s capabilities to produce fun, seasonal, and custom powder coating (done right at HQ in Nashville) for their complete line of stainless, insulated drinkware. We also leaned in on the brand’s soft-sided coolers, deflecting the attention off of the scarcity surrounding their flagship hard side coolers.

This pivot had the Verde team digging deep to find the best fits and placements for these new areas of focus. We found great opportunities around holidays and seasonal gift guides to ensure ORCA was being included in major roundups. The results were truly outstanding, with huge numbers of hits and impressions. While we were unable to tell the stories of the hard-sided cooler lineup, the pivot made the best out of the situation and secured valuable coverage for ORCA.