When we launched Bridgedale socks in the US with this campaign. There were 3 goals;

1. Give the company a personality that's tied to its Irish roots.
2. Educate the consumer on the innovative aspects of these amazing socks - helping to validate their high price point. 
3. Gain retailer loyalty, because in the end, the floor staff are the evangelists for the core market.

Ultimate-Objective: Drive revenue growth that enticed the eventual sale of the company the following year.