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Invista to launch new Embrace the Elements campaign
Dec '15
Courtesy: Business Wire
Courtesy: Business Wire
Invista will launch a new campaign, 'Embrace the Elements' for two of its fibre brands; Coolmax and Thermolite in early 2016.

“The campaign centres on the notion of welcoming surroundings, without fighting the elements, whether it is the heat of the gym or the cold of the outdoors,” a press release stated.

“This campaign reflects the new brand positioning for Coolmax and Thermolite and includes a contemporary look and feel with new logos, hangtags, websites, and simplified brand architecture.

“This new campaign is driven by consumer insights gained through in-depth research starting two years ago,” said Dave Trerotola, president of Invista Apparel and Advanced Textiles division.

“We saw the opportunity to further reinforce the unique benefits of two of our most established brands,” he added.

Referring to the creative construct of the campaign, Trertola observed, “Coolmax and Thermolite enable you to explore your own limits, giving you that added comfort to help you optimise your performance.”

The executional components of the print campaign consist of a wide range of active shots, showing consumers embracing various elements.

Trade ads will include links to revamped B2B websites for both brands, providing product information and technology stories to deliver further value to Invista's customers.

With the brand campaign, Invista is also introducing a new logo for both Coolmax and Thermolite, which reveal a more contemporary look for the brands while also symbolising product benefits.

These logos also reveal appropriate colour tones; blue for cool and dry with Coolmax brand and red for lightweight warmth with Thermolite brand.

In addition, the branding architecture has been streamlined with four sub-brands; Coolmax brand, Coolmax Pro brand, Thermolite brand and Thermolite Pro brand.

“The addition of the Pro designation represents Invista's advanced innovation in moisture management and warming technology,” the press release informed.

To further complement the new brand campaign, Invista will launch the all-new Thermolite Infrared Technology under the Thermolite Pro brand in the first half of 2016.

“Activated by solar technology, fabrics have been engineered to warm up through exposure to the sunlight,” the speciality fibres producer explained.

“We are excited to bring this warming technology to market as this innovation will be the first new technology to be introduced under our campaign,” said Huw Williams, global segment leader for activewear and outdoor.

“Our unique approach to fibre technology provides a new compelling benefit to consumers,” Williams too added. (AR)

Fibre2Fashion News Desk – India

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