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Dryrobe

Pick a fight with the cold

Inspired by the insight that even cold lovers hate the cold, we launched a brand campaign for Dryrobe with the bold tagline: Pick a Fight with the Cold. Drawing from nostalgic boxing references, we crafted a striking hero video that captured the raw beauty of extreme environments and the fearless spirit of those who embrace them.

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The brief

Up until now, dryrobe® has positioned itself as a beach-changing robe designed to keep people warm whilst changing outdoors. They approached us to help them connect the brand to core audiences, as well as grow the brand into new markets.

The objective was to transition from a functional accessory to an emblem of resilience and adventure, aligning with the growing community of cold-water enthusiasts. This positioning aimed to highlight the spirit of bravery associated with activities like cold-water swimming, surfing, and paddle-boarding, inspiring people to get onto our coastlands to experience the incredible benefits of being in nature. No matter the temperature. 

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The challenge

The primary challenge was to shift consumer perception from viewing dryrobe® merely as a changing robe to recognising it as an essential companion in embracing cold environments.

This required:

  • Associating the brand with the adventurous and courageous spirit inherent in cold water activities.
  • Differentiating dryrobe® in a competitive market by emphasizing its role beyond functionality.

The approach

Our research led us to the insight that even people who love the cold hate the cold. Further research sparked the idea that dryrobe’s® resemble boxing robes. Combining these ideas, we created the line ‘Pick a Fight with the Cold’.

From there, we explored potential executions. We wanted to avoid the classic category codes to communicate dryrobe’s® confidence as a market leader. This led us to nostalgic boxing references, with Raging Bull’s opening scene as a globally known and loved piece of inspiration for the film. 

Output

The video captures the raw beauty of cold environments and the determination of individuals confronting the elements. We purposefully made this to be evergreen, evoking emotions of inspiration and empowerment, encouraging viewers to embrace the cold as a pathway to personal growth and wellness.

Our Pick A Fight With The Cold platform is taken through a themed social media funnel, as well as shown at film screenings like the Blue Earth Ocean Film Festival to drive true connections and consistency in the brand’s output.

This will be a key hero asset to drive country expansion to the likes of Germany and the USA.