Duofold Touts Thermal Technology

Print Ads From Gearon Hoffman ‘Take It Outside’ With Less Attitude
BOSTON–In its latest magazine campaign for Duofold thermal underwear, Gearon Hoffman uses rugged black-and-white photography and pithy headlines to refocus the brand message on technology-related product advances the client has made in recent years.
“Our job is to make sure people not familiar with the [Duofold] name see them as a solid brand choice, a smart brand choice,” said agency president Bob Hoffman, explaining the campaign’s emphasis on technology rather than relying on appeals to Gen-X attitude that typified the client’s campaigns in the recent past.