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Trade Ads the First Expedition for Nextec’s New Fabric Technology
LOS ANGELES–Working from scratch to brand a new fabric technology, Matthews/Mark has created a trade print campaign introducing the “ingredient” product to the outdoor enthusiast market.
The technology, dubbed Epic, developed by Nextec Applications in Chicago, uses “encapsulated” fibers to make fabric more water resistant and durable, but still lightweight and breathable. Instead of filling its first ads for Epic with science talk, though, the San Diego agency is trying to establish an early emotional connection to the brand in the market.
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