Merino. No Finer Feeling
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A new global marketing campaign “Merino. No Finer Feeling” has been launched by Australian Wool Innovation to inform a new generation of consumers about the attributes and benefits of Merino wool.
The campaign aims to encourage consumers to look behind the garment and think about the fibre from which it is made. The campaign is targeted towards people who are looking for natural fibre and the quality benefits that are associated with Merino apparel. AWI will do this in partnership with manufacturers, retailers and media who share the view that their consumers will benefit from wearing Merino wool.
The primary thrust of the campaign in 2011 will be in the UK and western Europe in conjunction with the Campaign for Wool, and also in China in conjunction with the Woolmark Gold campaign.
For background on the campaign and the benefits of Merino, visit www.merino.com
- Media relese: AWI Launches ‘No Finer Feeling’ - Global Merino Wool Campaign.
- Youtube video: Merino Wool: No Finer Feeling - Margherita Missoni and Alessandro Benetton
- Sydney Morning Herald - Revival is looming (PDF 412Kb)
- Marketing podcast by Rob Langtry
- Part 1 - The launch of the "No Finer Feeling" campaign
- Part 2 - The Ambassador program
- Download the No Finer Feeling campaign images (ZIP 6Mb).
Welcome to www.wool.com
Australian Wool Innovation is a not-for-profit company owned by over 29,000 Australian woolgrowers.
AWI invests in research, development, innovation and marketing along the global supply chain for Australian wool.
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