PLYMOUTH, MI – MARCH 1, 2012 – Helm, a leading provider of specialty fulfillment and branding support solutions, is helping Chrysler expand its line of popular "Imported from Detroit™" merchandise. Last week, Chrysler announced it will offer 60 all-new items for purchase at the Helm-developed “Imported from Detroit” online store, www.ifdstore.com.
The merchandise expansion is taking place a little more than a year after the popular tagline debuted in Chrysler’s 2011 Super Bowl commercial titled “Born of Fire” that featured Eminem and introduced the new Chrysler 200 model with shots of Detroit and gritty music. The two-minute TV spot was a smash hit and generated instant media buzz. Benefitting from the tagline’s fame, Helm worked with Chrysler to launch an “Imported from Detroit” line of clothing in January 2011 as part of the automaker’s branded merchandise collection.
In this year’s Super Bowl broadcast, the “Imported from Detroit” theme was again displayed, this time at the close of the “Halftime in America” commercial featuring Clint Eastwood. The line’s return created a resurgence of demand for Imported from Detroit merchandise. As a result, Helm has significantly increased the number and variety of items offered in Chrysler’s “Imported from Detroit” collection. An expanded line of apparel from shirts, caps, outerwear, and more for men, women, and young people is now available at www.ifdstore.com. Also available are lifestyle items including bags, automotive items, posters, and a range of personal accessories.
“Once again, we’re seeing how Chrysler has touched the public with its pro-Detroit and pro-American theme,” said Justin Gusick, Helm COO. “The tagline—and its message of determination, toughness, and resurgence—is a declaration people are proud to make. And Chrysler is an astute merchandiser that knows how to give the public an opportunity to make that statement. We’re very experienced with branded merchandise and know how to promote a brand effectively. ‘Imported from Detroit’ is still strong—maybe stronger than ever.”
While other retailers have tried to take advantage of the slogan, only Helm is authorized by Chrysler to sell merchandise bearing the trademarked Imported from Detroit phrase.
To see the entire “Imported from Detroit” collection as well as other Chrysler branded merchandise, visit www.ifdstore.com. For more about Helm, its branded merchandise and fulfillment programs, and other services, call (800) 445-4831.