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November
1999
For Immediate Release
Thinsulate
Insulation
London.For more
than 20 years, Thinsulate Insulation has solidified its brand
name in the outdoor market. In fact, Thinsulate Insulation
has the highest consumer brand recognition of any insulation
on the market.*
3M has built the brand's reputation through
technical innovation, strong customer relationships and loyalty
with consumers. All sales and marketing efforts focus on these
areas to ensure that Thinsulate Insulation remains the leading
brand of insulation - the brand that means "warm" and delivers
comfort.
The brand originated with Thinsulate Insulation
for Classic Comfort, designed specifically for apparel and
accessories. Since then, 3M has introduced many other types
of Thinsulate Insulation, in three primary categories:
- Premium is the most technically advanced
insulation with sophisticated features;
- Specialty provides warmth plus additional
benefits;
- Classic is the original brand that consumers
have relied on for years.
"Back in 1978, there was only one equation
- bulk equaled warmth," says Christine Shumsky, sales and
marketing manager, Insulation Products. "The introduction
of Thinsulate Insulation changed that formula. During the
past 20 years, the brand has provided leadership in the synthetic
insulation category by developing the original "warmth without
bulk" insulation and expanding the usage by offering new applications
to a host of products."
An example of 3M's ability to uphold the brand's
solid positioning through innovation is the introduction of
Thinsulate Flex Insulation. The product was recently developed
for applications where it was previously impossible to use
insulation. Thinsulate Flex Insulation was developed specifically
for use with stretch fabrics such as Lycra®, nylon and
fleece. Thinsulate Flex Insulation possess the unique ability
to expand a full 40 percent in all directions and recover
its shape immediately. No other existing synthetic insulation
can expand to such a degree, making Thinsulate Flex Insulation
an exciting new alternative for activewear, performance gear
and outerwear.
To ensure Thinsulate Insulation performance
benefits, 3M created the Product and Brand Usage Standards
(PBUS) to regulate and enforce correct usage of Thinsulate
Insulation by manufacturers globally. The company's cooperative
program works closely with manufacturers and retailers to
maximize Thinsulate Insulation's potential, thereby enhancing
the benefits of the end products to the consumer.
Products made with Thinsulate Insulation are
subject to sophisticated tests. Annual and random inspections
are conducted to ensure that quality guidelines are followed.
3M also works closely with customers to develop programs that
promote brand awareness at retail through the marketing co-op
program.
3M also communicates directly with Thinsulate
Insulation consumers. A recent hangtag program for the Premium
and Specialty line of products incorporated a consumer response
element.
Throughout its 20 year history, Thinsulate Insulation
has maintained unsurpassed consumer awareness. Starting off
as a product designed to provide warmth without bulk for the
apparel industry, the brand has expanded, successfully penetrating
such performance demanding industries as hunting, fishing
and skiing. The product's success is simple - 3M continues
to support and evolve Thinsulate Insulation through innovation,
a hallmark of the 3M company.
* Project Research, Inc. 1996 survey.
Contact 3M Canada
PR department.
3M and Thinsulate are trademarks of 3M. Used
under license in Canada.
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