In early 2016, Invista will launch a new campaign for its Coolmax and Thermolite fiber brands, which are widely used by athletic and outdoor apparel and footwear brands.
The Embrace The Elements campaign reflects the new brand positioning for Coolmax and Thermolite brands 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. “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 optimize your performance,” Trerotola explained 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 color 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,” said Huw Williams, Invista’s global segment leader for activewear and outdoor. “Our unique approach to fiber technology provides a new compelling benefit to consumers.”
Invista is one of the world’s largest integrated producers of polymers and fibers, primarily for nylon, spandex and polyester applications.
