For over a century, Fox River Socks had been a polite little Iowa sock company. Never boasting of its cutting-edge technology or all-American manufacturing. Never bashing the molehills competitors hyped into mountains. However, on the eve of launching its corn fiber socks, Fox River finally felt the need to speak up.
World’s first corn sock. Completely sustainable. Annually renewable. To sock industry geeks, corn fiber technology is revolutionary, earth-shattering stuff. To average consumers, it was still just socks. Albeit, socks with some corn in them.
Capsule’s goal was to launch a product that would first grab shoppers’ attention, then intrigue them long enough to get educated on the technology’s unique benefits.
Capsule sent Fox River a set of Foundations journals to kick off the process. Two weeks later, Fox River sent back the mother-load. Scattered throughout the journals’ brand history sections, tucked between 50th anniversaries and factory expansions, were mentions of sock monkeys, arctic treks, Olympic games, and space odysseys. Fox River was sitting on gold. Its history was extraordinary, but had gone unsung for over a century.
We made it clear that Fox River should push the envelope. Fox agreed. Armed with the journals, Capsule created packaging and communications tying the corn sock story into Fox River’s history. Thus, corn socks became more than just a product. Corn socks became a verification of Fox River’s vast, quirky tradition – part of its Midwest personality. A distinct and interesting facet of a remarkable brand story that people from all walks of life could relate to and want to know more about.
Fox River’s corn socks made a big splash at the 2006 Outdoor Retailer show. The campaign not only hauled in loads of international orders, it resurrected interest in the overall Fox River brand. By tying Fox River’s history into the corn socks, audiences who thought they knew everything there was to know gave
Fox River a second look.
Corn sock buzz was so overwhelming that within a matter of months, Fox River moved a large portion of its brand work to Capsule. All design and messaging at all levels: packaging, catalog, promotions, and advertising.
“Capsule could not have come at a more perfect time for our company. They infused energy, amusement and passion right when we needed it. And they even provided a participant in the fashion show. How could we not be loyal to such a great firm?”
-Jeff Lessard, Kernel of Socks