The new range is the result of 12 months’ intensive product development and customer research.

It comprises an exclusive collection of more than 220 branded products ranging from retail-quality men’s clothing, ladies clothing and children’s items to office, lifestyle and travel merchandise. Each product features distinctive CAT branding.

The range includes a unique key-ring shaped like the iconic Caterpillar Colorado boot. Other specially-designed items include an exclusive children’s watch.

The branded merchandise will be used by Caterpillar’s dealers and businesses’ across Europe, Africa and the Middle East.

Brand Addition has also set up a dedicated Caterpillar Merchandise team to assist dealers in the development of merchandise-led marketing solutions to fit any budget or scenario.

Mike Jackson-Leafield, group account director at Brand Addition, says: “We set out to create a unique product range that conveys Caterpillar’s core brand values of innovation, durability, quality and sustainability. The merchandise also has a consumer retail edge and feel, especially in the case of the clothing and children's items.”

He adds: “The new CAT branded products are intended for use primarily as promotional items. But the fresh and innovative approach we’ve applied to the merchandise also provide brand extension opportunities for Caterpillar in the retail marketplace.”

Brand Addition has produced a printed merchandise catalogue which also includes retail products offered by other Caterpillar licensees.

www.brandaddition.com

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