Solo Stove is linking its July sales directly to outdoor experiences through "Project S'More Outdoors."
Every eligible purchase made this month helps fund campfire kits for families through the Boys & Girls Club of Lancaster.
Through the experience, participants learn fire safety, cook outdoors, and take portable campfire kits home.
"Every kid deserves to experience the feeling of sitting around a fire with friends, sharing stories, making s'mores, and creating memories outdoors.
That's what Solo Stove is really about: bringing friends and family together outside," Solo Brands CEO John Larson said in a press release.
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The campaign's timing aligns with peak summer shopping, when outdoor brands compete for seasonal spending.
It gives Solo Stove a cause that connects every purchase to an experience that families can repeat yearly.
A Cause That Fits the Product
"Project S'More Outdoors" aims to get kids off screens and back outside, sharing a fire with friends and family.
It maps directly onto what Solo Stove sells, so the partnership doesn't feel like a stretch.
Campfire cooking, outdoor skills, and take-home kits give families ways to keep the habit going long after July ends.
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Working with a nonprofit also reinforces Solo Stove's togetherness positioning.
Camp Hogan, the club's summer program, gives kids six weeks of outdoor fun and exploration for $10 a week, mentored and away from screens.
"We're grateful to partner with Solo Stove to build on those moments with a day around the campfire where campers will learn outdoor skills, roast s'mores, and make memories together.
Partnerships like this make an incredible summer even better," Karen Schloer, CEO of Boys & Girls Club of Lancaster, shared.
Attaching the campaign to an established program gives the cause a track record, which is what makes purpose-driven marketing credible.
73% of Kids Want a Buddy Outdoors
Solo Stove's research aligns the campaign with broader family behavior and changing leisure habits.
Kampgrounds of America found that 73% of children would spend more time outdoors if they had someone to join them.
An in-house survey of 2,000 U.S. parents also showed that 66% believe time outdoors strengthens family relationships.
One in five parents said their family's most meaningful conversations happen around a fire pit.
The kids who say they need someone to go outside with are the ones Solo Stove's mentors and take-home kits set out to reach.
The research points to a larger opportunity for brands that create participation over awareness.
- Familiar behavior lowers adoption barriers. Brands should connect campaigns to activities consumers already value to encourage participation.
- Product purchases can extend social impact. Marketers should tie buying directly to measurable community outcomes to strengthen purchase intent.
- Community partnerships increase credibility. Brands should work with trusted organizations to reach audiences through established relationships.
When purpose reinforces existing brand positioning, marketing becomes easier for consumers to understand and remember.
Our Take: Why Are S'mores the Campaign's Strongest Asset?
S'mores give Solo Stove its ownable ritual that people already understand.
We don't need instructions or education to know what roasting marshmallows around a fire represents.
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And this familiarity makes the campaign immediately accessible across generations.
If Solo Stove continues to treat s'mores as an entry point, it can own a recognizable brand asset that sets it apart from competitors.
Rituals that consumers already recognize often outlast seasonal campaigns because they require little explanation.
Finding these rituals often requires understanding existing consumer behavior.
Explore these top brand strategy agencies that identify everyday behaviors that naturally connect products with lasting customer loyalty.
