DECKED’s core customers include working dads in the trades: dependable men whose livelihoods often keep them from family milestones. Every missed moment carries a cost that can’t be measured on a balance sheet.
While DECKED’s premium truck bed drawer systems had gained respect since launch, the brand’s equity lagged behind sales. In December 2024, we commissioned research of 2,500 U.S. adults — general public, truck owners and considerers – that confirmed the gap: fewer than 1 in 10 consumers could recall DECKED unaided, a sobering statistic for a nationally distributed brand.
The insight was cultural as much as commercial. Our audience values reliability and quiet pride, not gimmicks. They care most about the resource they have the least of—time.
By addressing this tension, DECKED had an opportunity to evolve from a respected product into a brand that stood for something greater.
The objective was to shift DECKED from product recognition to brand admiration, aligning the company with what matters most to its customers.
We aimed to increase awareness, spark meaningful engagement, and drive loyalty by creating a campaign that returned time to working dads—positioning DECKED as a true ally in their lives.
DECKED’s tagline, “Get DECKED. Get After It.” reflects the grit of its people—athletes, hunters, and early risers chasing hard things before dawn.
But to connect with working dads in the trades, the brand needed to reinterpret “getting after it” beyond the jobsite. These men didn’t need another spec sheet or discount. They needed a brand that respected them and gave back the one resource they couldn’t buy: time.
Grounded in Research
To sharpen our approach, we commissioned a national survey of 1,006 fathers. The findings were sobering:
These insights mirrored what we saw in social listening—posts about “sleeping in the truck between jobs,” pride in “being there when I can,” and love expressed through service rather than words. The research validated that presence, not products, was the most valuable gift DECKED could provide.
The Idea: Dad Time Off
Our solution was Dad Time Off (DTO), a first-of-its-kind program that gave 100 dads a $500 stipend to take a paid day off—no receipts, no strings.
The idea was radical in its simplicity: enable dads to choose presence over paycheck. By doing so, DECKED could shift from selling drawers to standing for something bigger—valuing the men behind the trucks.
Plan of Action
Challenges
The biggest challenge was authenticity. In an era of skepticism, a brand giveaway could easily feel like a gimmick. By eliminating purchase requirements and centering the campaign on raw family stories, DECKED kept DTO simple, human, and credible.
By grounding the program in research and centering every touchpoint on emotion, accessibility, and cultural truth, DTO elevated DECKED from product marketer to champion of hardworking dads—giving them a day that truly counted.
DTO resonated on every front—emotional, cultural, and brand impact.
Nominations revealed the depth of sacrifice: dads missing birthdays and soccer games, working through back pain without complaint, and giving up personal dreams for family stability. These voices validated the campaign’s core insight: time is the most valuable resource.
Measurable Outcomes
On a small budget and noisy news cycle focused on deals and sales, DECKED didn’t just earn coverage and drive buzz—it earned trust. DTO transformed the brand into a champion of hardworking dads, creating a platform repeatable beyond Father’s Day.
As one nominator wrote: “I was going to call and thank you all, but full-on ugly (good) cry has engaged. The fact that a company he admires recognized him has left him speechless.”
Cheers to Dad! 👏
