Power Skins

Challenge:

Re-brand the current Hot Chilly’s product offering with the objectives of increased consumer awareness and significant incremental lift.

Solution:

• Completely re-brand the Hot Chilly’s performance sock and base layer product line-up. 
• Create a new look and feel of all packaging under the sub-brand, PowerSkins. This includes the development of a new logo and branding.
• Develop in-store display and signage to provide differentiation on shelf.
• Initiate and execute launch activity (and associated collateral material) for the PowerSkins line-up.
• Develope two websites (PowerSkins and Hot Chilly’s) that augment online exposure and functionality.
• Facilitated media relations and public relations events surrounding the re-launch.
• Organize and execute merchandising & sales support program.

Results:

• Initial buy-in of new product line-up has been excellent. All major retailers have bought into the program. 
• Sales feedback was extremely positive. The new programs have significantly improved sales relations and internal motivation.
• Orders of performance sock and base layer have increased significantly from YAG.
• POP and displays have sold out.
• Media exposure has been tremendous, coupled with positive editorial in numerous publications.
• Qualitative feedback on the new look:
  • "I think the packaging is a major upgrade over the previous look. This change has clearly taken PowerSkins to a new level." Buyer – Toronto
  • "I love how there is continuity between the socks and the base layer, this really gives them a presence in my store!" Retailer - Montreal