| Brand Role |
To remind the target that Wildfires are a threat to our human and natural resources - but they can make a difference. |
| Target |
Outdoor enthusiasts, weekend warriors and their families |
| Young adults |
Young adults are the primary causers of wildfires. Fortunately, they value and care about the environment and wildlife. |
| Teens |
Teens are in a vulnerable state where they have learned about Smokey as a child but may not have heard about him again until young adulthood. They
care about the environment and his message. |
| Kids |
Kids are exposed to Smokey Bear and love him. He is a childhood icon. |
| Brand Advantage |
Smokey is the one and only character (or property) who champions fire prevention. His credibility comes from his US
Forest Service roots. |
| Brand Essence |
All-American, outdoorsy, brave, authoritative and influential |
