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BOSTON Nail Communications said it has launched an international multimedia campaign for Polartec.
Print, outdoor and TV executions are in the mix, as well as Web banners and a pair of viral Internet sites.
The campaign introduces the tagline “Forward fabric,” which becomes the company’s first tag in several years.
“The idea of high-tech fabric is still something a lot of consumers have a hard time grasping,” said Carol Valianti, vice president of global marketing at Polartec parent Malden Mills in Lawrence, Mass.
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