Bear Grylls is at it again, furthering his branded outdoor survivalist image with a new advertising angle with Dockers. Dockers and Bear Grylls just signed a year long contract that will land Bear Grylls on the face of the upcoming spring marketing push for the Dockers brand. The media schedule includes print, outdoor, in-store and on radio adds to begin in the February and March time frame.

Bear Grylls has been the face of several advertising campaigns over the past few years including degree deodorant, his own line of Craghoppers outdoor clothing, and Gerber knives.

The Bear Grylls Craghoppers line of clothing was mostly marketed through online channels for several years. As the brand expanded it is now available in a wide variety of outdoor clothing enterprises. This Bear Grylls Clothing line is quality constructed and designed for real world use. The line or "range" is based off of clothing that Bear wears in his hit TV show Man vs. Wild. The range includes the famous Bear Grylls Pants with the black knees and seat and a wide variety of athletic, survival inspired, long and short sleeve shirts. The range also includes well built and well purposed outerwear such as fleece jackets and waterproof all weather winter jackets.

The Bear Grylls Gerber Knife that was released in the first quarter of 2011 had a rocky start. Complaints of poor construction and a less then survivalist grade knife lead Gerber to re-release the knife with better materials and construction. While Gerber did rebound from the blunder, it left many survivalists with a bad taste in their mouth for Bear Grylls products. Later in the year Gerber also released other knives and survival kits associated with the star, one of them included the Bear Grylls Ultimate survival kit, featuring a multi-tool, fireproof matches, fishing line, hooks, a survival blanket and many other items.

Dockers Khakis may bring to mind the doldrums of cubical work but hopefully this new campaign will bring some life to the brand. It would be great to see a Bear Grylls inspired pair of Dockers khakis that are more rugged and outdoor inspired than the originals. Clothing that is functional for the intended audience with a bit of rugged appeal, would be the way to go. If the Dockers line of clothing mimics what Craghoppers did with their Bear Gyrlls Clothing line of clothing the marriage of the brands could be a huge hit.

Look for the Dockers and Bear Grylls marketing campaigns in early 2012 and feel free to comment on this post to let me know what you think!