Scratch gains Hot Chilly’s rebranding assignment
By Adnews Staff
Uvex Toko Canada has retained Scratch Marketing of Toronto to develop a North American rebranding program for its Hot Chilly’s line of performance socks. The work will form the basis of a new marketing campaign that will take place in 2007. The campaign will include a new sub-brand, new packaging, in-store materials, a website, public relations activities and other awareness efforts. “Hot Chilly’s was at a crossroads as to how to take the brand to the next level,” said Robert Wise, a partner at Scratch. “The brand has a tremendous amount of equity but needs that hook to achieve some very lofty business objectives.”
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