When You’re Hot... You’re Hot... Base Wear Icon Hot Chilly’s Solicits scratch to Develop North American Branding Strategy

Toronto, Canada, September 06, 2006 --(PR.com)-- Hot Chilly’s, one of Canada’s premier base layer and performance sock manufacturers, wants to re-invigorate sales with the re-branding of its entire line-up. scratch has been hired to develop and execute this strategy for the North American market.

“Hot Chilly’s was at a crossroads as to how to take the brand to the next level,” says Robert Wise, Partner, scratch. “The brand has a tremendous amount of equity but needs that hook to achieve some very lofty business objectives.”

This re-branding initiative will form the basis of a targeted marketing campaign in 2007. Elements of the campaign include: the development of a sub-brand, a packaging overhaul, in-store POP, a substantial public relations push, targeted awareness programs and website development.

scratch looks forward to developing some innovative and unique programs that will help Hot Chilly’s rise above the clutter.

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