Issue: Challenge the preconceptions of Icebreaker and reposition the brand in the eyes of urban-centric consumers as a fashionable and aspirational brand that can be worn every day.
Idea: Our approach was to use targeted media relations to make both an ideological as well as a fashion statement. The primary focus being to gain crediblility and a presence for Icebreaker in the fashion pages of lifestyle and fashion media.
Impact: We kicked off with a launch to fashion and lifestyle media, managing a showroom at our Mango offices, and created a regular flow of news through themed press releases showing how the collection complements international fashion trends - all helping to put Icebreaker at the forefront for fashion conscious Kiwis.
