Creative Marketing Ensures Global Expansion for New Aussie Brand

Creative marketing and edgy design has attracted global attention for Australia's fastest growing action sports clothing brand, Unit.

The world's largest action sports retailer, PacSun in the USA approached the Gold Coast brand after seeing its creative and controversial Swine Flu advertisement.

The advertisement featured images from a photo shoot with bikini-clad models wearing Unit branded face masks. The shoot took place in a dimly-lit cold storage facility, surrounded by the hanging carcasses of freshly-slaughtered pigs.
Unit Creative Director Paul Everest said the hysteria over the Swine Flu, fitted with Unit’s winter range theme – The Age of Panic.

``The concept was unique in that it combines sex and fear.’’

The resulting image attracted global media attention and was displayed all over the world - including Times Square, New York, where it caught the eye of a Pac Sun executive.
As a result, Unit product will be available for American consumers in time for Christmas.

It's not the first time creative marketing has helped secure Unit's international expansion. Earlier this year an eye-catching advertisement caused a stir and was subsequently banned by the Australian Advertising Bureau.

The image - a girl in a bath full of milk and Froot Loops cereal - had been heavily used by Unit stockists, so when the image was banned in shop windows, the media was quick to cover the story. Image is available from Fluid PR.
The story caught the attention of a top Canadian distributor, who have since signed a deal with Unit to commence in November.

2009 has also seen Unit expand into New Caledonia, Tahiti and New Zealand.

The recent success of Unit has been a phenomenon, particularly in difficult economic times.
Industry experts have dubbed Unit the latest Australian brand success story following in the footsteps of Billabong, Quicksilver and Globe.

Unit's next range is titled 'Enemies of the System'.