Wednesday, August 22, 2012

Once again, the allure of whitewater...

Whitewater paddling is frequently used in marketing, marketing like this:

It makes for great visuals, dramatic and cutting edge. It is a great way to showcase products. I vaguely recall a Nissan xterra ad that had a sea kayaker, the paddler was an older man with a beard who couldn't find his take out because of fog. So he hit the button on the key fob, and the horn sounded and the lights went on and off on his car, and he was able to see it through the fog. Slightly different kind of marketing.

But most of the people using the new otterbox armor series won't be white water kayakers. They won't even be people who need that kind of protection. They will however THINK that they need that kind of protection. I guess whitewater is an easy metaphor for the life people wan't to have, people with nine to five jobs want to wake up in a tent or get out of their hammock and go paddling, while documenting it on their iPhone. Adventure marketing is one of the oldest forms of marketing in the US, going all the way back to the Marlboro man. I guess sea kayaking doesn't offer much of a 'Marlboro Man' quality.

I guess that is my goal, to give sea kayaking a bit more of that allure. if you can think of marketing around sea kayaking - where the image and feel of sea kayaking is used to sell a product -  let me know.

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