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.

David Riabov
416-535-0636 ext 230