Ford Explorer Eddie Bauer Edition
North America
Ford wanted to build consumer appeal and excitement through a partnership that connected with the lifestyles of its target buyers. And Eddie Bauer wanted new ways to expand its market presence and express its personality.
LMCA negotiated a partnership with Eddie Bauer that brought together complementary brand strengths. Ford’s vehicle capability and Eddie Bauer’s association with outdoor adventure created a proposition that resonated with consumers who valued both everyday utility and an active lifestyle. Eddie Bauer’s outdoor heritage offered a natural fit for the Explorer, which introduced an Eddie Bauer edition for the 1991 model year.
The iconic program reinforced both brands’ equity. Ford gained a distinctive expression of the Explorer’s lifestyle appeal, while Eddie Bauer extended its outdoor identity into another meaningful part of its customers’ lives. The partnership gave each brand a credible way to build on what consumers valued in the other.