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A global campaign has launched in five markets including the United States, Canada, United Kingdom, Australia, and Germany
Tough Mudder has unveiled a new global branding platform dubbed ‘We Are Tough Mudder’ in partnership with creative agency, Rokkan. In line with the roll-out, a pilot campaign titled #ItsAllBeenTraining has launched in five key markets—the United States, Canada, United Kingdom, Australia, and Germany.
The exercise combines the elements of online videos and social media. Meanwhile, the new platform will entail additional global efforts scheduled to feature throughout the year. Since inception in 2010, the brand has hosted over two million participants via more than 200 events across three continents.
Designed to test physical endurance, mental grit, and teamwork, each challenge introduces a 10 to 12-mile course lined with at least 20 obstacles, ranging from mud-pits to ice baths to electric shocks. The programmes run on the premise that hurdles are best overcome as a collective.
A reflection on one’s childhood, the spots were developed based on consumer insights which revealed how prospective participants of ten tend to feel incapable of training for an event. Targeting hundreds of thousands, the marketing push aims to remind viewers that the love of adventure is part of human nature.
“The platform is a true reflection of our brand and ethos. It’s not the challenge that defines us, but the camaraderie bringing us together to complete the course. We’re excited for this campaign to introduce the Tough Mudder experience to those committing to run their first event,” said Jerome Hiquet, CMO of Tough Mudder.
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