PrimaLoft

PrimaLoft insulation is the premier alternative to down insulation with superior water repellency, breathability, lighter weight and hypoallergenic properties. As PrimaLoft continues to innovate, creating new insulation products and performance yarns, we continue to build brand awareness and image through a full range of print, point of sale, training materials and multimedia in the outdoor and home markets for trade and consumers.

The PrimaLoft identity incorporates an oval “surround” encompassing the company name to evoke the comforting warmth of the insulation that is “inside” the product. The logo type is differentiated by color for the outdoor and home markets.

Outdoor Market print advertising focuses on key attributes of PrimaLoft. The tag line, “We're inside so you don't have to be” communicates that with PrimaLoft inside you are free to comfortably enjoy the outdoors in any conditions.

The PrimaLoft Trade Show Booth is an open floor plan with an overhead lenticular graphic that moves as the viewer walks by, illustrating the softer, drier, warmer campaign. The PrimaLoft test lab and insulation retail wall create an inviting and interactive exhibit at the Outdoor Retailer show.

The International Pillow Fight Day video captures the excitement of the PrimaLoft coverage on the Today Show, the Warmer, Drier, Softer character appearance in Rockefeller Center and International Pillow fight held in Union Square Park.

Alternatives worked with PrimaLoft to coordinate the event, hiring and organizing actor extras to handout pillows and create excitement in the crowd. We developed artwork for the pillow covers to grab attention on camera and were responsible for photography and video. To communicate these efforts and maximize the brand exposure generated by the event, an email blast was developed and sent to editors, customer and internally, within the PrimaLoft organization and parent company Albany International.

The system of hangtags and sell sheets creates brand awareness, helping consumers, retailers and manufacturers understand the product line and benefits.

Dedicated websites for both PrimaLoft and PrimaLoft Yarn make product information, news, and where to find gear with PrimaLoft easily accessible. The multi-lingual site also features a password protected client download section where customers can access logos, sales materials, and specs as needed. Click here to view site.

PrimaLoft is a sponsor of WBFJ (World Backcountry Freeride Jam) an event featuring backcountry ski and snowshoeing clinics, product demos and international races. The WBFJ website is designed and programmed by Alternatives. Click here to view site.