Product category:
Point of purchase, retail design
News Release from: Live and Breathe
Edited by the Marketingservicestalk Editorial
Team on 17 January 2008
Footwear launch runs with 'wet is dry'
concept
Creative retail marketing agency Live and Breathe is behind the "Wet is Dry" concept that will launch Hi-Tec's pioneering and revolutionary sports shoe technology to the world.
Live and Breathe's compelling creative communicates the amazing benefits of the ion-mask waterproofing system, originally developed for the Ministry of Defence to protect soldiers against chemical attacks The technology, developed by Oxfordshire-based firm P2i, marks the latest Hi-Tec innovation starting with the global trade launch of the V-Lite Altitude Ultra sports shoe to 100 markets in late January, and its retail launch in June 2008
This article was originally published on Marketingservicestalk on 10 Dec 2007 at 8.00am (UK)
Related stories
Live and Breathe delivers in-store for New Balance
Creative retail marketing agency Live and Breathe has delivered a range of eye-catching pink in-store support materials for Walk the Walk official sportswear sponsor New Balance.
Live and Breathe has developed a completely integrated on and off-line campaign.
Deliverables include a product microsite and a range of trade and in-store promotional materials, including shelf wobblers and strips, show cards, swing tags, CDs, leaflets and brochures, which will educate consumers and retailers on how the ground-breaking nano-technology works to create a light, durable and 'hydrophobic' barrier that water is simply unable to penetrate.
All campaign materials carry a range of symbols designed by Live and Breathe to clearly communicate the many benefits of the technology including wipe-clean, breathable and environmentally friendly characteristics.
The brief was to create a high-impact campaign aimed at a mass audience, aged between 20 and 50, male and female, who participate in outdoor activities.
It needed to be flexible enough to be carried across all categories and into viral and banner advertising treatments if required.
Nick Gray, Live and Breathe MD, said: "This has been such an exciting project to work on considering the cutting-edge nature of the technology and the fact it's a world first.
"There was a lot of information to get across to consumer and trade audiences in a short space of time, particularly in the retail environment; we needed to instantly engage our audience and communicate that 'wow factor'.
"With eye-grabbing visuals, graphic symbols and the short, sharp and simple 'Wet is Dry' strapline, we feel we have communicated the direct benefits of this new, wonder technology in a way that will stop retailers and consumers in their tracks".
Tony Linford of Hi-Tec said: "The Hi-Tec Ion Mask technology will revolutionise the footwear industry; the ground-breaking nano-technology will create new standards of expectation among consumers from their footwear, covering waterproofing, hydrophobic, easy care and environmental attributes among others.
"Hi-Tec has pioneered the application of the technology with detailed research and testing for the past 15 months and will launch the first range for the autumn/winter 2008 season.
"Live and Breathe has managed to communicate the excitement of this breakthrough and the resulting benefits in a way that everybody will understand - we feel it is a powerful and fitting campaign for our global launch".
• Live and Breathe: contact details and other news
• Email this article to a colleague
• Register for the free Marketingservicestalk email newsletter
• Marketingservicestalk Home Page
Search the Pro-Talk network of sites
