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Cordura launches new Live Durable campaign
28
Jul '17
Invista’s Cordura brand has unveiled the new Live Durable campaign. Live Durable builds on the company’s durable 50-year heritage, with the new global logo, tagline, advertising, and themed messaging for the brand’s commitment to developing varying degrees of innovative durable fibre and fabric technologies, all designed to help customers.

The brand’s new Cordura. Live Durable roll-out offers a dynamic marketing approach making use of state-of-the art 360° Virtual Reality media technology and leveraging its 50th anniversary ‘heritage meets innovation’ platform as a springboard to launch a creative new dimension of experiential connection.

Pivotal to the whole campaign will be new ways of expanding the core message of the Cordura brand. Durability will mean more than physical strength. New values will emerge, which will demonstrate how Cordura fabric enables people to get more out of life and how the protection the brand has traditionally given them can also inspire them to push themselves beyond traditional boundaries.

Live Durable is a culmination of primary and secondary research, and years of pushing durable fabrics to the edge. The campaign will develop ever greater momentum through events, print and digital advertising, social media, point of purchase, a dedicated website, and more. It will unveil new fabric technologies, expand partnerships, enhance customer support, and spotlight individuals from every walk of life using Cordura fabrics to help them live their lives to the fullest.

In doing so, the new campaign will underscore the brand’s commitment to developing innovations in durable fibre and fabric technologies designed to help consumers Live Durable.

The campaign road show will debut in the United States at OR Show Summer Market 2017 at booth #39212. This will feature the Live Durable stunning 360° video experience - taking viewers out into the wilds to explore the open roads, backwoods trails, and encounter nature in close up virtual reality.

Cindy McNaull, global brand and marketing director said, “Our fully integrated Live Durable campaign will feature universal storytelling highlighting real people in durable experiences and how gear and apparel made with Cordura fabric can help enhance life's journeys. It’s about giving consumers the physical and emotional invisible layer of confidence to help overcome whatever mountains - both literally and figuratively¬ - are in front of them.” (GK)

Fibre2Fashion News Desk – India


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