Korean outdoor apparel giant, The RedFace, has appointed TBWA\Korea to manage its creative and media business. The appointment follows a competitive pitch against Nongshim Communication and incumbent Kgplus.
The RedFace, the first local outdoor apparel brand in Korea, began in 1966 solely manufacturing rock-climbing boots. In 2000, the brand was renamed as The RedFace and increased its influence to include total outdoor apparel.
As of 2011, The RedFace has the largest distribution channels amongst outdoor brands in Korea. They also have an exclusive import/sales contract with Salomon products in Korea.
TBWA\Korea has proposed a communication strategy emphasizing RedFace’s brand story with the aim to differentiate the brand from their competitors.
The campaign will run from September through to December 2012.