Icebreaker
In 1995 Jeremy Moon founded Icebreaker in New Zealand. The brand has a rightful claim to be one of the pioneers of merino wool clothing; responsible for bringing the performance benefits of merino to a global audience. In 2018, the brand sensed that the time had come for a quiet revolution in how we all dress. Icebreaker wanted to encourage us to rethink all our clothing choices.
© Strictly IcebreakerCreative strategy:
The brand needed a global brand position which simply communicated their mission to get everyone to choose natural clothing, and live more natural lives, whilst also still ensuring that the performance benefits of merino were apparent. Closely collaborating with the global brand team in New Zealand, we helped develop the ‘Move to natural™’ position, which became a consumer facing line and a holistic guiding principle for the brand.
“This is just the type of insightful and provocative thinking needed.”
— Trudie Abel. Director, Global Marketing At Icebreaker, VF Corporation.
© Strictly IcebreakerProcess:
Over several seasons creative territories were developed to allow the icebreaker team to consider their options, and discuss their overall brand strategy. Global consumer research was then carried out in key markets to gain vital audience insight. The findings influenced the decision making and ‘Move to natural™’ was launched. Outside Of Ordinary helped to create a creative framework for delivering the brand position globally across the customer journey.