Young & Laramore Wins New Business From Kelty

Young & Laramore (Y&L), an independent, full-service advertising agency in Indianapolis, has announced a new business partnership with Kelty, the Boulder, CO-based manufacturer of durable backpacks, tents and sleeping bags. Kelty is owned by American Recreation Products.

Young & Laramore was engaged to examine Kelty’s positioning in the market. After extensive research of the category, Young & Laramore proposed a repositioning of the brand and re-launch of the storied outdoor gear brand to showcase its nimble and competitive edge against competitors. Together Kelty and Y&L are developing a new positioning for the brand, which will encourage versatile outdoor enthusiasts to continue to explore and highlight the rugged durability of the brand’s products. The new campaign creative will suggest that memories that last start with gear that lasts and will take on a more youthful and energetic tone.

“We were really excited to work with Young & Laramore because of their immersive brand strategy approach,” said Sue Timbo, Kelty’s Director of Marketing.  “They’ve had a lot of previous success repositioning other brands, using real consumer insights to create messaging that gets noticed and sticks with you.”

“Kelty is a brand we’ve long admired and we’re thrilled about the relationship,” said Bryan Judkins, Creative Director and Principal at Y&L. “Their team has been very receptive to the idea of a rebrand and eager to tackle the challenges involved. We’re excited to launch the rebrand, and confident that our new brand strategy and campaign creative will help reinforce Kelty’s position as a leader in the outdoor gear category.”