Stay Dry & Hydrated

Beinghunted. developed and executed an in-store activation for Clarks Originals in collaboration with the GORE-TEX Brand. Taking place over five days at the Soho London store, the initiative was designed to increase footfall and product engagement around key GORE-TEX-equipped styles—namely the Wallabee and Desert Boot. The concept hinged on a universal, low-barrier need: hydration.

Inside the store, a slushie machine served two specially developed, low-sugar flavors, offered free of charge to anyone stepping inside. This created a disarming entry point for passersby—one not rooted in sales but in a small act of refreshment. Visually, the campaign centered around a sign-painted mascot wearing GORE-TEX Wallabees, featured prominently on the storefront and on custom cups used for the drinks. The tone was deliberately playful, avoiding overt commercial cues while still delivering a strong branded presence.

To connect the sensory experience back to the product, a representative from W. L. Gore was on-site during the activation to demonstrate the GORE-TEX membrane and explain how it is integrated into the footwear through the “booty” construction. Influencer content complemented the activation, driving awareness beyond the store and reinforcing the narrative around comfort, performance, and everyday use.

The activation was developed as a response to the standard explanatory model often used for technical product marketing—where detailed information is assumed to lead to understanding, and in turn, conversion. Beinghunted. chose a different path: instead of focusing on technical explanations, the concept centered on creating an intuitive and emotional connection to the GORE-TEX Brand’s core theme—water.

Offering a free, health-conscious slushie addressed a basic physiological need while reframing the brand’s association with water from one of protection to one of refreshment. This duality reinforced GORE-TEX as a brand that understands and responds to real-world conditions. The experience was tactile, visual, and gustatory—ensuring multiple touchpoints for memory encoding and emotional recall.

Crucially, the activation gave people a reason to enter the store that was unrelated to commerce. It extended time spent in the space, provided a moment of pause, and allowed for incidental discovery of product features. Without relying on overt persuasion, it invited exploration. While no formal KPIs were set, the activation reportedly led to a notable increase in footfall and a higher-than-usual conversion rate during the campaign period—indicating that the soft approach effectively supported both brand awareness and commercial outcomes.