merit
To help Fjallraven stand out in a crowded category and drive increased sales, we leaned into what makes them unlike any other outdoor apparel and accessories brand in the world – their Swedishness.
Fjällräven is a beloved outdoor brand in Europe, but the brand has had a major recognition problem in the U.S. In Sweden, Fjällräven has enjoyed 98% brand recognition and is known for remarkably durable and sustainable outdoor products. But in North America, only 13% of US consumers were familiar with the brand, and fewer knew what Fjällräven stood for. At best, most people were only aware of the brand’s iconic Kånken backpack.
Fjällräven does outdoor gear the Swedish way, humbly crafting products to maximize a lifetime of use and minimize impact. This insight was used as the foundation for the campaign. The campaign (titled “Sweden’s Best Kept Secret”) is an open invitation to new consumers to experience the unique quality, durability, timelessness, and sustainability of Fjällräven products as they venture into the wild. Fjällräven may be Sweden’s Best Kept Secret today – but it won’t be for long.
