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L.L.Bean: Designed Smarter. Built Tougher.

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"Designed Smarter, Built Tougher" highlights L.L.Bean backpacks as a must-have for moms due to the durability and quality guarantee, while still making the packs aspirational and ‘cool’ for elementary and middle school aged kids.
The campaign from Erwin Penland is an extension of Spring 2015's Guaranteed Season After Season campaign, also created by Erwin Penland.

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