Anvil Knitwear – 10 Delicious Colors

The Challenge: How can we launch a new 100% organic cotton eco-friendly T-shirt, at a higher price point than traditional T-shirts into a highly price driven marketplace?

The Solution: By starting from the product up, Hult created a comprehensive campaign that covered every facet of the industry. Teaser Ads were placed in trade magazines building anticipation to new product industry wide. The next step included getting the product into the customer’s hands by way of direct mail. Intriguing dimensional mailers with samples of the product were shipped to every distributor and key customer from an extensive database. The result was an unprecedented response by customers making AnviOrganic the number one product in the category and causing Anvil to quadruple their contracts for organic cotton for the next year.