THINSULATE IS MOST RECOGNIZABLE
By Adnews Staff
A survey conducted by Project Research has given 3M's Thinsulate thermal insulation top marks in brand awareness, advertising awareness, brand image and the likelihood of repeat purchases. 3M provides manufacturers putting Thinsulate in their clothing with hang tags to promote the insulation. Also, athletes and fashion designers have it in their clothing so the product is associated with leaders. Thinsulate was promoted when 3M sponsored the 1988 and 1992 Winter Olympics. In the Project research survey, 90% of the 300 respondents said they would buy an item with Thinsulate insulation again. Of those who could name a brand of insulation, 85% said Thinsulate. Unaided advertising awareness was 16 times higher than for the next highest brand of insulation, and of those that had an opinion, respondents were three times more likely to mention Thinsulate as the best brand of synthetic insulation. Thinsulate has been used in items such as boots, gloves and sleeping bags for over 15 years. Its competitors include Thermalite, Hollofil and Gore-Tex.