“Bet”

Every pair of Darn Tough Vermont socks are “unconditionally guaranteed for life”, however, there are still limits to the life time warranty. For this campaign our team had fun defining “unconditionally guaranteed” through giving a voice to animals set out to test the limits in order to increase brand awareness and first time purchasing. The “Bet” campaign focuses on social media advertising.

Instagram. Darn Tough takes responsibility for any sock that can’t keep up however, casualties due to a destructive pet or wild thief are all on you.

Influencer Markeing. Popular pets on social media will expand the campaign by sharing their feelings about Darn Tough when they aren’t busy trying to tear them apart.

Twitter. Let’s start a conversation on Twitter, encouraging users and sock wearers to share how they will push the limits over this weekend. Hopefully no one’s plans include testing the limits of what “fire resistant” means.

Creative Team:

Lea Edward, Morena Frejenal, Julia Fromstein & Reagan Mudd

This project was created solely for a class. It was not commissioned or approved by the client.

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