CamelBak provides a range of innovative hydration packs, backpacks, and water bottles. Its consumers know when they buy CamelBak, they are purchasing a durable, high-quality product, but after purchase they may not interact with the brand for several more years.
Consumers are increasingly using digital technologies such as smart watches, phones, and apps to manage their lives. CamelBak has previously embarked on a few digital technology projects but has encountered a range of challenges in successfully developing connected products.
CamelBak wanted to understand how other natively ‘physical’ product companies successfully made the transition to complementary connected offerings; and how it should structure and guide its own innovation in connected products.