Finding White Space
Background
Founded in 2012, ORCA Coolers primarily targeted their products towards hunters and fishermen. As their product line and customer base grew over the years, ORCA saw an opportunity to move from a brand for niche enthusiasts into a more broadly positioned lifestyle brand. As a brand in a packed category, ORCA was looking for a way to differentiate themselves.
Their Challenge
The cooler and drinkware category is a crowded one, but it’s largely a sea of sameness. Through strategic insights, we repositioned ORCA into an approachable lifestyle brand that reflects the recreational realities that consumers are actively pursuing.
Service
Brand Strategy, Audience Identification, Audience Segmentation, Visual Media, Messaging, Digital
Our Action
Strategy
We used competitive analysis and behavioral research to identify growth opportunities, revealing a new target audience looking for everyday uses rather than the extreme adventure scenarios seen in competitor advertising.
Creative
As the brand evolved, we opted to make a few subtle logo changes to elevate the appeal to a broader audience beyond hunters and fishers. Inspired by ORCA’s superior temperature retention, the Make it Last platform combines a primary selling point with the desire target audiences have for creating lasting memories outdoors with the ones they love.
Performance
We carved out white space within ORCA's category by identifying key, underserved demographics and creating insights about audience behavior to guide the development of the creative platform.
Identifying New Target Audiences
Competitive analysis and behavioral research helped identify opportunities for growth among new target audiences who weren’t being well served or heavily pursued by competitor advertising.
Here’s How it All Came Together
We created an interactive experience that helped online shoppers easily visualize ORCA cooler sizes. Using 3D designs, we placed coolers in familiar settings, allowing users to choose their ideal vehicle-and-cooler combo. This approach made it simpler for customers to pick the right size and improved their overall shopping experience.
