HIGHLAND PARK, MI – June 1, 2011 – Chrysler’s new tagline, “Imported from Detroit,” was introduced during the 2011 Super Bowl in a two-minute commercial titled “Born of Fire.” The commercial introduced the new Chrysler 200 model and featured Detroit rapper Eminem, gritty shots of the Motor City, and edgy music. The commercial and tagline were an instant hit and created plenty of media buzz. Recognizing an opportunity for Chrysler, Helm, a leading provider of specialty fulfillment and branding support solutions, worked with Wieden & Kennedy, Chrysler’s advertising agency, and within a week launched an “Imported from Detroit” T-shirt as part of the automaker’s line of branded merchandise.

“The commercial got a tremendous, positive reaction,” said Helm merchandise manager Jason Dickman. “The tagline was special. It said a lot about the determination and toughness of Detroit, as well as Chrysler and the entire American auto industry. We realized a lot of people wanted to literally wear that line. So did Chrysler. They turned to us, their branded merchandising partner, to make it happen.”

The T-shirt, sporting the “Imported from Detroit” tagline, also was an instant hit. Shirt orders came in at the rate of one per minute on the Helm-operated Chrysler brand website, www.collection.chrysler.com, immediately after its introduction. At one point the entire T-shirt inventory sold out, but Helm quickly boosted production to ensure supply kept up with demand.

Recognizing the popularity of the brand, Helm has increased the items offered in Chrysler’s “Imported from Detroit” line of merchandise. A variety of sweatshirts, hats, and tank tops along with the original short-sleeve, T-shirt are now available.

“The response to the ‘Imported from Detroit’ shirt was phenomenal,” added Dickman. “We’ve been doing merchandising for a long time and know how to represent a brand well. We knew the shirt would be popular, and we wanted to get it out there quickly and make our clients and their fans happy. Here it is five months later and there’s still a very strong demand for everything with ‘Imported from Detroit’ on it.”

To see the entire “Imported from Detroit” collection as well as other Chrysler branded merchandise, go to www.collection.chrysler.com. For more about Helm and its branded merchandise and fulfillment programs and other services, call (313) 865-5000 or visit www.helm.com.

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For further information please contact:
info@helm.com or call (313) 865-5000
Helm, 14310 Hamilton Avenue, Highland Park, MI 48203  

About Helm
Helm is a leading provider of customized branded merchandise, marketing fulfillment, and ecommerce retail turnkey solutions to some of the world’s largest and best-known companies. Helm additionally supports its clients with comprehensive creative, marketing, technological and customer satisfaction services. Established in 1943 and based in Highland Park, Michigan, Helm is also the nation’s largest provider of factory-authored automotive service and owner information. For more about Helm, visit www.helm.com.