West End, NC – Longworth Industries, parent company of Polarmax®, All-Year Gear 365’s (AYG), and XGO® branded apparel, has partnered with branding experts 602 Communications to create an emotional branding ecosystem for each of the Polarmax, AYG and XGO brands and directing message and campaign creation.
“We wanted to speak more directly to the consumer and start making a connection on an emotional level, to design a campaign for our new AYG line that speaks to the fun and irreverence of the brand, and we think we’ve found the perfect partner in 602 Communications,” said Randy Black, President of Longworth Industries. “We want people to love AYG before they even try on a pair, and Graeme and his team are helping us identify emotional drivers and give each line a personality to reach that goal.”
“When the folks from Polarmax approached us at the OIA Rendezvous last fall, we knew we had a great opportunity to really tap in and make a difference,” said Graeme Newell, owner of 602 Communications. “The Polarmax team has been very open to new ideas, taking some chances and having some fun with the project. Marketing Trainer Greg Derkowski and I think together we will be able to create a new community of irreverent, cool people who love to have fun and who love AYG.”
As part of the campaign, AYG will roll out an integrated creative, social, mobile, and advertising effort, as well as a few notable surprises, at Outdoor Retailer Summer Market ’11 in Salt Lake City.
602 Communications: http://602communications.com/
All-Year Gear 365’s: http://www.polarmax.com/products/browse/category/AYG/line/TransDRY+Cotton
Social Media Release: http://pitch.pe/156568
About AYG™ 365’s
AYG™ 365’s is a collection of incredibly comfortable Men’s and Women’s underwear tops and bottoms featuring breakthrough performance fabric TransDRY Cotton and Polarmax’s proprietary Tech Silk. New styles available at retail March, 2012
About Longworth Industries
Based in West End, North Carolina, Longworth Industries manufactures and markets Polarmax, XGO and AYG branded technical base-layer apparel and underwear. Longworth Industries products are 100% made in the U.S.A. Visit us on the web at www.Polarmax.com