Posted March 15, 2016

 

MIDLAND, Mich. – Dow Chemical Company’s new ingredient brand and labeling program, Intellifresh, debuted at the Las Vegas Motor Speedway on March 6 on the Dow #3 Chevrolet driven by Austin Dillon.

 

Throughout the weekend, Austin and his crew wore t-shirts enhanced with built-in Intellifresh freshness protection as they prepared for the Kobalt500. The Intellifresh treated tees are currently available at Walmart and walmart.com/Russell under the Russell COOLFORCE brand.

 

Products featuring Intellifresh, empowered by one of its premier technologies SILVADUR, from apparel and activewear, to footwear, home textiles and athletic equipment, stay fresher longer, even between launderings.

 

Dow kicked off a social media campaign that will run through the May 7 NASCAR race at Talladega, Ala. The campaign promotes both the Intellifresh brand and Russell's new COOLFORCE performance tees powered by Intellifresh available at Walmart and walmart.com/Russell. The synergies among NASCAR, Dow Racing, RCR Racing, Austin Dillon, Russell and Walmart, sporting enthusiasts and activewear are a natural fit and will generate buzz and brand awareness among race fans and others during the campaign.

 

Source: Dow Chemical Co.