Since Icebreaker doesn’t do traditional advertising, exacting public relations and word-of-mouth are instrumental to their success. Weinstein PR worked closely with PR agencies in other countries on their global public relations strategy. We also handled their corporate responsibility communications and helped with their social media strategy, keeping them up to Icebreaker standards.
Another great thing about Icebreaker: They love bringing their brand to life in vibrant, authentic ways. They really get the power of imagery, video and unusual consumer experiences to tell their stories.
One such event: In New York, we helped commandeer a storefront window where a seamstress sat and let people exchange their synthetic apparel for Icebreaker’s natural merino wool. Our video and photo announcements went out via social media, and the promo spread like wildfire.
The best part, according to Rosanne Plamisano, Icebreaker’s former VP of Global Marketing: “Weinstein PR expertise helped our New Zealand brand to become globally recognized. They were integral in not only helping to build and implement a global strategic PR plan but to train the PR teams in six countries. Weinstein PR’s clear plans and strong connection with marketing, product and sales teams helped … Icebreaker become a media darling during the launch of its groundbreaking global traceability program, Baacode.”