Based on the idea that “equipment this good can cause loss of common sense,” Mammut invented the 85-year-old British lady Mary Woodbridge, who bought a Mammut jacket and suddenly decided she was going to climb Mount Everest. She documented her crazy plans on her website, www.mary-woodbridge.co.uk, and over 250 media outlets worldwide ran with the ball. In March, Mammut then began using Mary Woodbridge in print ads, brochures, on the Internet and at points of sale as an example of how equipment this good can cause loss of common sense.

Mary Woodbridge first sends e-mails to potential sponsors, asking in mountaineering forums around the world for advice on scaling Everest—always mentioning her site, www.mary-woodbridge.co.uk, where she announces her plans and presents training films.

In March 2006, a banner ad for Mammut is placed on her site: “Warning: Equipment this good can cause loss of common sense.” Mammut also features Mary Woodbridge in its print ads, brochures, banner ads and point-of-sale marketing, always accompanied by a warning not to follow Mary Woodbridge’s example.