“Seek the Unseen” reveals hidden brand to consumer
PrimaLoft, Inc., recently launched the company’s first consumer-orientated brand campaign: “Seek the Unseen”. The center piece is a video spot highlighting the unexpected, emotional moments in your life that often go unnoticed.
“PrimaLoft is a hidden product that people feel, but usually don’t see. And while we may be hidden from sight, we have a direct effect on the consumer experience,” says Mike Joyce, President and CEO of PrimaLoft. “As an advanced material science company, we are developing ‘unseen’ technologies that have an impact on the performance of garments, as well as on the environment. PrimaLoft works with over 900 global brands, with millions of people enjoying the comfort and lightweight warmth of PrimaLoft products. But many don’t even realize we’re the brand behind those benefits. With our first consumer-focused campaign, we want to educate people about PrimaLoft and our vision to unleash the full potential of people, product, and the planet, in harmony.”
The global campaign will be primarily distributed through paid media on Instagram and Facebook. Collaborations with influencers and local PR activations will provide additional support for the holistic campaign. All activities will drive to a refreshed PrimaLoft website page, where consumers will learn more about PrimaLoft, the brand’s Relentlessly Responsible™ mission, and where to find select partner products.
“In a time where every moment of life is broadcast, there is something intriguing and almost magical about unseen moments. The moments that bring the spark of inspiration in your day, the moments of comfort you try to find for yourself, the way you try to responsibly care for the earth. ‘Seek the Unseen’ is about paying attention to these moments and knowing that PrimaLoft can help make them happen. We want to invite people to look for PrimaLoft in their apparel and bedding and to seek us out in the future,” says Shana Getchell, Vice President, Global Brand Building of PrimaLoft.
PrimaLoft, Inc., an advanced material technology company based in Latham, New York, with offices in Xiamen, China, is the world leader in research and innovative development of comfort solutions with high performance insulations and fabrics. The PrimaLoft® brand, a registered trademark of PrimaLoft, Inc., delivers feel-good products that are used by more than 900 top global brands in outdoor and fashion, home furnishings, work wear, hunting and military applications. With its Relentlessly Responsible™ mission, PrimaLoft strives to balance innovation, performance & sustainability in a pursuit of a better future. PrimaLoft® insulation was originally developed for the U.S. army as a water-resistant, synthetic alternative to down. Today, the brand is recognized as a benchmark for providing unsurpassed comfort in any condition, while lessening its impact on the environment. PrimaLoft, Inc. is active in sustainable textile production through partnerships with the bluesign® system, the International OEKO-TEX® Association, the Sustainable Apparel Coalition’s Higg Index and the Global Recycled Standard. For more information, please visit stage.primaloft.com, and follow PrimaLoft on Facebook, Instagram, and LinkedIn.
Sr. Global Communications Manager