Invista launches global campaign for Coolmax and Thermolite brands

By

Obi Anyanwu

Published
Dec 16, 2015

Invista announced Monday that it will launch a new campaign for its Coolmax and Thermolite brands. The ‘Embrace The Elements’ campaign reflects the new brand positioning for the fiber brands including a contemporary look and feel with new logos, hangtags and websites.

 
The campaign centers on embracing your surroundings and the environment without fighting the elements whether it is intense heat or the extreme cold.
 
“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 new logos symbolize the product benefits. Coolmax logos are in blue to emphasize the cool and dry attributes of the products, and the Thermolite logo is in red for lightweight warmth.
 
In congruence with the campaign launch, Invista will launch in early 2016 a new Thermolite Infrared Technology that warms fabrics through exposure to sunlight.