Dare 2b Launches Ad Campaign Targeting Adventure Seekers with VOD Debut

Outdoor clothing brand Dare 2b has launched its new advertising campaign, ‘This Is Where We Belong’, specifically targeting individuals passionate about adrenaline-fueled activities. This campaign marks Dare 2b’s first venture into Video on Demand (VOD) advertising, signalling a strategic expansion of its marketing efforts.

A key component of the campaign’s rollout is its partnership with Sky AdSmart. This collaboration is designed to achieve several crucial objectives for Dare 2b, including boosting brand awareness, attracting new customers, and fostering stronger, long-lasting relationships with its existing customer base.

With a 25-year history in the outdoor sector, and as part of the Regatta Group, Dare 2b focuses on providing technical clothing suitable “for any adventure”. The brand specialises in gear for challenging environments and “elevated terrain activities” such as hiking, skiing, and trail running, backed by “industry-leading waterproof and insulation technologies” available across its men’s, women’s, and children’s ranges.

The campaign’s media strategy extends beyond Sky AdSmart, incorporating Digital Out of Home advertising, programmatic advertising, and a comprehensive omnichannel approach. This includes leveraging onsite email marketing, public relations, social media, influencer collaborations, and affiliate channels to maximise reach and engagement.

Developed by Zut Agency, the 30-second advertisement is described as “visually dynamic”, showcasing adrenaline seekers utilising Dare 2b products in the brand’s core outdoor disciplines. Filmed on location in South Africa, the ad is projected to reach over 205,000 households and generate approximately 779,036 impressions.

Supporting the main advertising push, Label PR is leading an influencer marketing programme throughout January. This initiative will engage Dare 2b ambassadors and outdoor content creators to produce content aligned with the campaign’s central message, further amplifying its reach and authenticity.

Alongside the VOD activity, Dare 2b is actively promoting registrations for its ‘Limitless Community’ membership scheme. This program offers members exclusive benefits such as discounts, early access to new product launches, and special sales promotions.

The advertisement will be broadcast across Northwest, Central, and Southeast England (excluding London) for a 33-day period, running from January 6th to February 8th. Helen Monks, Marketing Director at parent company Regatta, explained that “‘This Is Where We Belong’ is a look inside what drives the Dare 2b customer.”

Monks further stated that the ad directly reflects customer feedback regarding their love for Dare 2b products. She believes the ad’s energy and vibrancy will attract new audiences while reminding existing customers of the brand’s evolution and its ability to provide everything needed for their next outdoor pursuit, with a particular focus on mountain, ski, and trail activities.