Client: Gumboots

Project: Gumboots, a high-end children’s clothing label, was seeking to keep in touch with its customers between catalogues, while at the same time reinforcing the value and high-quality of its products.

Challenge: How to keep the Gumboots brand top-of-mind without inundating customers with “junk mail”?

Solution: The LUCID solution was to produce a slick and colourful newsletter. The contents delivered the needed Gumboots PR spin, but in a gentle and engaging manner.

Rather than blatantly promoting the brand, the newsletter profiled customers and provided information of interest (such as garment care tips). Profiling customers built on their inherent pride in wearing the brand. Furthermore, by inviting their participation in the contents, the newsletter kept the spotlight on the customer, while subtly building a brand community.