“This new campaign is driven by consumer insights gained through in-depth research starting two years ago,” says Dave Trerotola, president of INVISTA Apparel and Advanced Textiles. “We saw the opportunity to further reinforce the unique benefits of two of our most established brands.”
The campaign centers on the notion of welcoming your surroundings, without fighting the elements, whether that is the heat of the gym or the cold of the outdoors.
"COOLMAX® and THERMOLITE® brands enable you to explore your own limits, giving you that added comfort to help you optimise your performance,” Trerotola explains in referencing the creative construct of the campaign.
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® brands. Based on extensive consumer research, the new logos reveal a more contemporary look for the brands while also symbolizing the product benefits with 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.
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.
“We are excited to bring this warming technology to market. This innovation will be the first new technology to be introduced under our campaign,” says Huw Williams, INVISTA’s global segment leader for activewear and outdoor. “Our unique approach to fibre technology provides a new compelling benefit to consumers.”
COOLMAX® and THERMOLITE® are trademarks of INVISTA.
Photo captions: ©2016 INVISTA. All rights reserved.