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. For example, a Duofold ad from the Boston agency one year ago used the headline, “If you’ve got the balls to haul yourself up a 2,000 ft. icicle, we’ve got the thermal wear to keep them dry.”
One ad in the new campaign uses the headline, “We’ve taken care of the cold,” and includes photos of a snowboarder and a man climbing the trunk of a frozen tree.
Body copy begins, “We’ve taken care of the cold. So why are you still shaking?” The copy goes on to explain: “Your knees may be knocking, but underneath it all, you’re as comfortable as can be. Probably because you’re wearing Duofold Vent-A-Layer, our most technologically advanced product yet.”
A second execution focuses on fishing and employs the headline, “Great outdoorsmen should have ice in their veins. Not in their pants.” The text goes on to extol the virtues of the client’s VariTherm MidWeights, a “2-layer undergarment [that] moves moisture away from your body. Because even when the fish aren’t biting, the weather probably is.”
The tagline, “Duofold. Take it outside,” introduced by Gearon Hoffman last year, is retained in the latest crop of ads for the Allentown, Pa.-based client.
Grady Winch wrote the copy, teaming with art director Dana Satterwhite. Jon Pietz is credited as creative director. The campaign is scheduled to run through March in magazines such as Outside, Men’s Journal, Powder and Outdoor Life. Annual spending is approximately $2 million, Hoffman said.
Gearon Hoffman handles both creative development and media placement for Duofold.