Latte or avalanche?

"Mountainwear Misuse" - the name of this new Mammut campaign alone sounds like a good broadside in the direction of those who prefer to wear their hardshells in Prenzlauer Berg rather than in alpine terrain. Instead of looking away bashfully, Mammut plays the provocation card - and shows that brand work today has to be far more than the umpteenth visual language of summit happiness and rock romance. Of course, Mammut also knows that a large proportion of its sales are not generated in the high mountains, but in everyday urban life. Where functional jackets serve as a status symbol - reliably weatherproof, but above all Flat White-compatible. With the new campaign, Mammut not only accepts this reality, but makes it a topic. This is clever because it creates relevance: the brand positions itself both as a serious mountain sports specialist and as an ironic observer of the lifestyle trend. To this end, the brand sends its own "Ranger Team" into the field to stage the supposed misuse of the jackets - sometimes at the Oktoberfest - and accompanies the whole thing with a web series in which comedians, climbing professionals and influencers continue the game between function and fashion with a wink. Marketing that doesn't take itself too seriously, but is taken seriously as a result. The question now is: will Mammut become a role model for other brands that have to balance between "core" and "casual" - or does the whole thing just create entertaining awareness with little conversion? What do you think?

Here is the link: https://www.sazsport.de/hersteller/mammut/mammut-provoziert-kampagne-mountainwear-misuse-2973572.html