Carhartt Launches Alaska Campaign Featuring a Bush Pilot and Dog Musher
PUTTING CARHARTT'S EXCLUSIVE NEW QUICK DUCK™ OUTERWEAR TO THE TEST IN THE LAST FRONTIER
DEARBORN, Mich., Sept. 13, 2012 /PRNewswire/ -- What better way to prove rugged, durable work wear than to outfit those who depend on it in the toughest and coldest conditions in North America? Carhartt, America's premium work wear apparel brand since 1889, will launch a new advertising campaign featuring a bush pilot and an Iditarod racing dog musher taking on their daily jobs in the frigid tundra of Alaska. The Carhartt pilot story debuts this Sunday during Ice Road Truckers on The History Channel and the Carhartt dog musher story will air starting in mid-October. The campaign features Carhartt's legendary product that is "built tough enough and warm enough for Alaska so workers can count on it anywhere" with an emphasis on Carhartt's exclusive, new Quick Duck™ outerwear innovation.
Taking campaign center stage, Carhartt's exclusive new Quick Duck™ outerwear is durable, and lightweight. The Quick Duck™ line is 30-percent lighter than Carhartt's traditional cotton sandstone offerings all the while maintaining ounce for ounce durability. The strong water-repellent finish and mid-weight polyester insulation lining keep the wearer warm and dry even in the remote corners of Alaska.
"We know that our consumer's workloads aren't getting any lighter, so their gear better be," said Tony Ambroza, Carhartt's vice president of marketing. "We're constantly striving to find ways to bring practical innovation to the product line. Hard working men and women challenged us to make our rugged outerwear lighter without losing our signature durability. The launch of our exclusive new lightweight Quick Duck™ line answers this challenge and builds on our Firm Hand Duck and Sandstone Duck franchises."
The multi-million dollar national campaign follows the lives of two Alaska-based workers, Kovi, a bush pilot from Homer, Alaska, and Ramey, an Iditarod racing dog musher from Willow, Alaska. Both Kovi and Ramey were followed and filmed by documentary filmmaker Stacy Peralta while putting Carhartt's all-new lightweight Quick Duck™ outerwear to the test in the harshest conditions. The campaign will come to life across cable TV, print, digital, in-stadium/arena screens and thousands of retail stores in North America starting this Sunday on The History Channel and will build throughout the fall and holiday seasons.
"Our products will always be built to meet and exceed the demanding needs of the hardest workers, the craftspeople and tradespeople who work with their hands to get the job done in all weather conditions," said Ambroza. "Our brand has built a trusted relationship with these rugged workers and what better way to showcase Carhartt's durable product than putting it to the ultimate test in America's last frontier."
At 8.5-ounces, Carhartt's exclusive Quick Duck™ cotton and polyester blend is built with a durable water repellent (DWR) finish. The Quick Duck™ outerwear line includes the Quick Duck™ Woodward Active Jac, the Quick Duck™ Woodward Traditional Jacket and the Quick Duck™ Woodward Vest.
Carhartt's all-new Kalkaska Down Snorkel Parka and Kalkaska Bib Overall made from Carhartt-exclusive, 100-percent nylon canvas with a DWR finish and a waterproof breathable coating is also featured on Ramey, the dog musher. The Kalkaska Down line is Carhartt's warmest and most durable product offering at 550 fill down enclosed in a 100-percent nylon down-proof lining, The line is comprised of the Down Kalkaska Snorkel Parka, the Down Kalkaska Active Jac, the Down Kalkaska Traditional Jacket and the Down Kalkaska Vest.
About Carhartt, Inc.
Established in 1889, Carhartt is a global premium work wear brand with a rich heritage of developing rugged apparel for workers on and off the job. Headquartered in Dearborn, Mich., with approximately 4,400 employees worldwide, Carhartt is privately owned and managed by the descendants of the company's founder, Hamilton Carhartt. For more information, visit www.carhartt.com.
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