“It’s bleak if you’re not wearing Dimex,” half-talks, half-sings Mauri on YouTube; Mauri’s buddies are Torsti and Kalevi. They’re forest guys from Lieksa, and you don’t want to mess with them.
http://www.youtube.com/watch?v=kkO8kULIQR4
A few years back we decided that in 2012 Dimex would become number one in workwear on the Finnish market. The brand people want to wear and the one everyone knows. It’s October now, soon November, and according to reliable sources after December comes January and then the year 2012, so it’s time to get a move on. We’ve gained market share. But being number one… That takes more than just selling a lot of gear.
So we have to bring Dimex into Finland’s consciousness. Who are we and who are our customers?
The Dimex man is not a hipster; he doesn’t wax his eyebrows, nor does he oil his muscles (except maybe sometimes alone in a dark closet, when the situation absolutely calls for it). A few exceptions may exist, but generally the Dimex man doesn’t pose stone-faced and brutally sexy, ready to launch into a Hunks routine when the spotlight hits him. The Dimex man works. He’s an ordinary bloke who appreciates a good joke and is proud to be working in Finland and wearing gear that works. He’s not arrogant; he goes through life with a twinkle in his eye. The Dimex man is a trendy redneck or, like Mauri, a “trendijuntti” – and there is a difference, by the way.
The fact that these rural heroes are rapping about us is a fantastic step. And don’t think, boys, that I missed the gentle mockery in your piece. That’s exactly why, if you get in touch with me, I promise to get you Dimex gear that really lets you say “these Dimexes fit great” without Mauri having to demonstrate by yanking his trousers up to his armpits like in the song “Minä oon mies”.
So in 2012 we want to break into people’s conversations, their field of vision and their awareness even more. We already have lots of plans and the implementation starts at the beginning of the year. Soon it’s going to hit! Stay tuned.
