Camelbak Packaging Satisfies Almost As Much As The Product

camelbak_1.jpgI bought a new Camelbak reservoir this week. The old one bit the dust after more than ten years of faithful service, and judging by the odd green tint, it was probably about time.

It wasn’t a big deal. I stopped by my local outdoor store, Wilson Backcountry Sports, where they had a sampling of Camelbak products in a highly visible area adjacent the cash register, and picked up a new 70 oz reservoir to replace the one that had accompanied me on countless backcountry trips, ski days, mountain bike rides, and other worldly travels, and had just recently failed. It was even reasonably priced: a little less than twenty-five bucks after Andy extended the good buddy deal.

Though I was saddened to have to replace such a faithfully utilitarian piece of equipment, serving me so well for so long, it wasn’t until I got it home and opened up the package that I realized what pleased me most about my new purchase.

Marketing To Addicts

Chris Hansen skiing some Teton powderThe best kind of marketing is the kind that you don’t have to do for a product your customers want and believe they can’t live without. There are a handful of products and services that fall into this category. Many are illicit and illegal. Often times they are addictive—be they physically or psychologically. But there are a few things that, while (psychologically) addictive, aren’t necessarily bad for you. In some cases they are even good for you.

In this case I’m talking about skiing. Now, I refer to this activity generically as “skiing” because that’s what I grew up doing. But “skiing” for me often means any form of disciplined snow sliding. Sledding, inner tubing and the like don’t count ’cause any idiot can do that. I’m talking about snowboarding and alpine and telemark skiing. Preferably involving gravity, but I’ll occassionally include skiing of the Nordic variety because, while arguably not as fun, those are definitely “disciplines.”