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The Challenge
Cotopaxi aren't your average outdoor brand. Built around a mission to tackle global poverty and champion sustainability, every product they make carries real purpose. The goal was to get that message, and specifically their evergreen Del Día range of upcycled, brightly coloured packs, in front of the right audiences in the UK, through the publications that matter most.
The Strategy
Del Día practically tells its own story: high-quality leftover fabrics, rescued and reimagined into one-of-a-kind packs with an estimated 30% smaller carbon footprint than new-fabric alternatives. Our job was to make sure the right people heard it. We seeded products to key media titles and supported community events, putting Del Día packs in the hands of journalists and tastemakers who could champion the range to their audiences.
The Results
On Del Día alone, we secured 46 pieces of coverage with an estimated 968 million impressions. Standout placements included Good Housekeeping's Christmas Gift Guide, National Geographic Traveller, the Telegraph, Women's Health, T3, and The Sunday Post, all proving that a pack made from scraps can land in some very prestigious company.
