Because “Change starts with your underwear,” Blue Practice set out to drive awareness for new apparel company PACT and create sales demand for its lead product: organic underwear related to social and environmental causes. PACT wanted us to merge the worlds of social media and consumer behavior with cause-based apparel. Each underwear print is aligned with a social and environmental nonprofit, with inaugural products including Forest Ethics, Oceana, and 826 National. Notable designer Yves Behar and his studio Fuseproject were partners in the new concept, which called for people who had not previously associated supporting causes through their undies.
What we did
PACT was more than just another company and just another piece of merchandise– their green corporate approach, driven by a social network, was itself innovative and integral to their story.
We created a very specific set of key messages to ensure consistency for all spokespeople and in all audiences; we pitched PACT as a business story, fashion story, product story, and a green story to 100+ outlets and hit the road on an aggressive media tour, including a NYC Gift Guide editorial event.
We successfully launched PACT to wide acclaim, and helped create public demand that has yielded better-than-projected sales month over month. Initial media coverage of PACT included Daily Candy, Today Show, The New York Times’ style magazine T, Fast Company, Women’s Wear Daily, Inhabitat, Treehugger, GreenBiz, Metropolis, San Francisco Business Times and the San Francisco Chronicle. In addition, ID magazine named PACT one of the top 10 best designed products of 2009.