In a little over 48 hours, Duracave, the popular maker of outdoor and survival gear, will be one step closer to crowning a new brand ambassador. The semi-final leg of the competition wraps up Saturday evening, bringing a group of Duracave enthusiast within reach of becoming the face of the company. Notwithstanding a few hiccups, the competition has been a huge marketing success, with millions following the company’s livestream and watching contest videos.
Almost 2 months ago, Duracave announced the search for a customer to become the new brand ambassador. The company screened thousands of videos looking for a spokesperson who not only used Duracave products, but had “the will, ingenuity, and heart of a real survivor.” Hundreds of hopefuls have been whittled down to a dedicated dozen, who have spent the last 5 days in West Maui with only their skills, what they can find around them, and Duracave products to survive.
Duracave CEO Barrett Stone says he couldn’t be more proud of the contestants who’ve made it this far, “Survival isn’t a game where there’s winners and losers. You either survive or you don’t, it’s that simple. I can’t say that I’m proud of everyone who entered so far, after all there is no such thing as a Duracave participation trophy. Frankly, I cringe a little when I think about some of the contestants we’ve seen using our products, but I can say that I would be proud to drink some purified urine with any of our 12 semi-finalists!”
While many companies have turned towards crowdsourced contests and competitions to promote their products cheaply, Stone says the Duracave challenge is more about brand authenticity.
“All too often consumers see spokespeople who are just paid actors or people with no organic connection to a product. Our customers are just too savvy to believe that models eat cheeseburgers by the handful, or that celebrity don’t have people who handle their finances and credit card bills for them. Duracave lovers don’t have the patience for that kind of nonsense, and we wouldn’t patronize them with a clean-faced spokesperson in freshly pressed pants.
We want a brand ambassador as authentic and real as the struggle to survive is. We want someone who: knows how to gut an ungulate with a sharp rock. Someone who not only knows what the water from a puddle tastes like, but has learned to love it. The kind of person who puts their survival and that of their loved ones above all else, and is willing to do what others won’t to secure it. We want someone ready to do what it takes after a natural disaster or a government insurrection. Our products are valuable tools for people like that, and we want one of them speaking for us.”
Despite authorities having to save one contestant after his handmade outrigger canoe became swamped by waves near Black Rock Beach earlier this week, the competition has gone off without a hitch. Many were concerned that would-be ambassadors would disturb protected areas inside the Lahaina preservation zone. Department of Land and Natural Resources (DLNR) senior investigator Greg Iona says, “So far there haven’t been any problems in that area. In fact, a few haven’t even gone inside the zone so far.”
One such contestant, Lahaina’s own Randy Wilcox, says avoiding wild areas is part of his strategy. “Most people aren’t going to be out in the middle of nowhere when everything goes to hell; they’re going to be in a city. I’m focusing on showing how Duracave can help you survive in an urban setting too.”
So far his strategy has paid off, and his unconventional strategy has made Wilcox a fan favorite.
“Unlike most contestants I’ve chosen a beach area to show-off my skills. While it may be too windy for a structure built from sticks and twine, I’ve built a hut out of empty Manimal cans filled with sand and a few repurposed beach umbrellas. I’ve cubed up a couple cans of SSHAM, and are using them as candles. Not only do they provide enough light to allow me to work on my manifesto at night, but the smell attracts crabs and some of the slower moving seabirds. I’ve been using whatever comes to close to my hut to supplement my stash of Fred’s Famous Raccoon Noodles. I also borrowed my nephew’s “Little Liberty Survival Kit” for this stretch of the competition, and have cobbled together a speargun. I’ve been trying to attract sharks on the other side of the reef with my own blood. Even though I haven’t been able to land one yet; It’s only a matter of time before I’m able to chum one close enough to hit. These other competitors may have worked hard and endured uncomfortable circumstances, but I’m the only one who has actually added blood to their sweat and tears. Duracave deserves nothing less in their next spokesperson!”
