OtterBox Taps Digitas as Global Creative AOR

OtterBox’s new marketing campaign, “Made for Sure,” marks a serious shift towards way of life advertising and marketing for the smartphone case model because it goals to deepen its relevance amongst Gen Z.Debuted in June, it’s additionally the model’s first work from new international artistic company of file, Digitas.The marketing campaign shifts OtterBox’s messaging away from product sturdiness and towards values that Gen Z aligns with, like inclusivity, individuality and spontaneity, mentioned Sam Quagliano, vp of promoting at OtterBox. Along with new artistic, it contains seasonal product drops with daring colours and customizable designs, in addition to a creator-led part constructed round natural content material and dwell occasions—reminiscent of partnerships with influencers at Coachella. OtterBox can be reevaluating its model partnerships to replicate its up to date positioning.“Youthful generations prioritize self-expression and purpose-driven manufacturers,” Quagliano defined. “For OtterBox, a model identified for cover and efficiency, this was the suitable second to increase our narrative.”In February, OtterBox introduced on Digitas as its new international artistic AOR to assist develop the brand new work. Quagliano mentioned the model wanted a accomplice that might bridge OtterBox’s heritage of “belief and safety” with “storytelling that resonates emotionally and culturally.”Each businesses declined to share particulars on the size of the pitch; OtterBox has labored with businesses together with CP+B and Jacobson Rost prior to now. PMG is the media company of file for Otter Merchandise, throughout the OtterBox, OtterBox Enterprise Options, and Liviri manufacturers. COMvergence estimates OtterBox’s 2024 advert spend was $15 million.“Digitas brings a contemporary method, balancing data-driven perception with artistic aptitude—a mix that ensures campaigns like ‘Made for Sure’ really feel each genuine and strategically sound,” Quagliano mentioned.Digitas chief artistic officer Atit Shah mentioned the marketing campaign was designed to “reintroduce the model in a means individuals hadn’t skilled earlier than.”“They’ve at all times stood for cover, however we noticed a possibility to discover what that safety can empower—all of life’s messy, stunning, gritty, and exhilarating moments,” he mentioned. “’Made for Sure’ is about embracing these passions that transfer us ahead and encourage us to say ‘sure’ extra usually, stepping out of our consolation zones.”He added that whereas the marketing campaign targets Gen Z particularly, it additionally appeals to OtterBox’s “OG followers: fanatics and hobbyists who need sturdy caseware.”Since launching final month, the marketing campaign has pushed a 1,704% improve in Instagram followers and a 164% enhance in TikTok engagement, in accordance with OtterBox. The creator marketing campaign additionally drew in 1.7 million impressions.“We’ve shifted from talking to Gen Z to creating with them,” mentioned Quagliano.