London – Invista, one of the world’s largest integrated producers of polymers and
fibres, is to relaunch its Coolmax and Thermolite brands in early 2016, in
an attempt to establish a new brand position for them both.
The campaign, Embrace the Elements, will highlight the new brand
positioning for Coolmax and Thermolite, which includes a new contemporary
look and feel with new logos, hangtags, websites, and simplified brand
architecture, according to the brand’s press statement.
“This new campaign is driven by consumer insights gained through
in-depth research starting two years ago,” explains 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 relaunch campaign centres on the notion of “welcoming your
surroundings, without fighting the elements,” Invista explained, whether
that is the heat of the gym or the cold of the outdoors.
Trerotola added: “Coolmax and Thermolite enable you to explore your own
limits, giving you that added comfort to help you optimise your
performance.”
The brands two leading fibres, which are used within the company’s
apparel and non-apparel segments, will be promoted through a print
campaign, which consists of a wide range of active shots, showing consumers
embracing various elements, and the trade ads will include links to
revamped B2B websites for both brands, providing product information and
technology stories with the aim of delivering further value to its
customers.
In addition, the branding architecture has also been streamlined with
four sub-brands, Coolmax, Coolmax Pro, Thermolite and Thermolite Pro, with
the addition of the Pro designation aims to represent Invista’s advanced
innovation in moisture management and warming technology.
To complement those sub-brands, Invista is also launching Thermolite
Infrared Technology, which uses solar technology to warm up fabrics.
Invista’s global segment leader for activewear and outdoor, Huw Williams
said: “We are excited to bring this warming technology to market. This
innovation will be the first new technology to be introduced under our
campaign.
“Our unique approach to fibre technology provides a new compelling
benefit to consumers.”
Coolmax and Thermolite are set to relaunch in early 2016. Other brands
in the Invista portfolio include Lycra, Polarguard, Solarmax, Supplex, and
Tactel.
Image: Invista