Carhartt Company Gear
B2B , Building & Construction
For industry leader Carhartt, marketing hard-working apparel in the consumer sector was an easy sell. But their B2B brand, Carhartt Company Gear, was struggling to gain marketplace traction. We needed to create awareness for their premium uniform solution while reaching audiences from procurement and HR to business owners and presidents.
We knew that business decision-makers looking to purchase uniforms weren’t always aware of Carhartt’s business segment, Carhartt Company Gear—and those who were, often defaulted to competitors’ cheaper options.
But we wanted to know more. So we conducted primary research and found that most respondents felt the right uniform could increase loyalty, strengthen retention, and impact business success. That research also uncovered a powerful truth: Decision-makers care deeply about their crews. And crews who have the right equipment—including the right gear—are better on the job.
We leaned into the idea of selling Carhartt as not just workwear, but as a business advantage backed by over 130 years of innovation and pride.
Other, less expensive brands might be content to offer a jacket. But Carhartt was offering a 130-year legacy of innovation, a way to make the world’s toughest jobs more manageable, a badge of pride for crews and customers alike.
Leveraging our research’s consumer insights, we developed the “More Than a Uniform” campaign to position Carhartt as a top workwear provider. Because Carhartt is already a category unto itself—we just needed to showcase how the right uniform can be the best tool for the job.
“More Than A Uniform” became a fully integrated, ongoing campaign crossing video, rich media, website, trade show, display and social. The website was updated to elevate the “Brand Your Gear” messaging, and Google, LinkedIn, YouTube and programmatic ads were established to focus on key industries. And we created videos that celebrated real customers, so we could hear, in their own words, why Carhartt was more than a uniform.
Hey! Our name is pronounced Mōw-rrr, like this thing I’m pushing.