Brand Connections, an advertising company, has spent years and over $10 million to buy up a network that targets the outdoor enthisiasts.
Some big advertisers have already signed up. Coca-Cola‘s Odwalla brand is planning a campaign on the network this fall to promote its line of juices, health drinks and nutrition bars at ski resorts.
“People who are in the outdoors naturally want to preserve it. …Those consumers are looking for brands whose values align with their own,” says Chris Brandt, marketing director for Odwalla. Through its marketing, the brand promotes its commitment to the environment by pointing to several initiatives it undertakes. Among them: It uses recycled materials in its packaging to reduce the amount of waste that goes to landfills. (WSJ)