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Beyond the Bale : September 2018
LIVE & BREATHE CAMPAIGN AWI has launched a new global marketing campaign that aims to educate a new generation of young consumers about the performance benefits of Australian Merino wool. AWI’s marketing arm The Woolmark Company has launched the new global consumer campaign – Live & Breathe – the first in recent years. The campaign aims to educate a young generation of consumers, who might not have grown up with wool, about the technical performance benefits of Australian Merino wool – and drive the purchase of wool apparel and footwear products, through brand partners in the performance, athleisure and streetwear categories. The overarching message of the campaign is that wool is breathable, making it the perfect fibre for performance and athleisure. The campaign hones in on wool’s inherent breathability to ensure the simplicity of the campaign’s message has cut-through in the crowded marketplace. According to a 2017 Nielsen Report, ‘breathable’ and ‘comfort’ are the most important attributes people look for when buying sportswear – and science shows that wool is the one of the most breathable fibres. Focusing on breathability allows the campaign to talk about a number of wool’s key elements in the performance category, such as temperature regulation, odour resistance and its moisture-wicking nature. However, secondary messages are also layered into the campaign, such as choosing quality over quantity (reinforcing the Woolmark symbol as a mark of quality), and of choosing natural fibres to avoid the adverse environmental effects of synthetics. AWI CEO Stuart McCullough says in a world dominated by synthetic fibres, it can be easy for millennials – the world’s largest consumer group, by volume – to lose sight of the wonders of Mother Nature. “Wool, once the fibre of choice for athletes worldwide, was overthrown by the rise of man-made fibres, but in recent years we have seen the re-emergence of Merino wool in the activewear industry,” Mr McCullough said. 8 OFF FARM Campaign imagery highlights commercially available apparel, in this case: Facetasm 100% Merino wool jacket; [sn] super.natural 50% Merino wool crop top; and Wilderness Wear leggings 100% Merino wool outer.
In the Shops - September 2018