By  on October 15, 2008

Weatherproof Garment Co. considers the “If It’s Freezing It’s Free” campaign to be a win-win situation.

Should the temperature in Central Park hit the freezing mark or below on Thanksgiving, shoppers who buy a Weatherproof coat in the first week of November, register online and mail in proof of purchase will receive a refund. Regardless of the outcome, Weatherproof executives see an upside.

Eliot Peyser, chief executive officer, said, “The worst-case scenario may be that we have to pay. But then we will have 100,000 satisfied Weatherproof customers and their e-mail addresses for direct marketing.” (After assessing the early November sales, the brand plans to buy insurance as a safeguard on Nov. 14.)

Peyser and president Fredric Stollmack are banking on the anemic economy to drum up interest in the promotion. “They are going to turn down the thermostat and buy some outerwear,” Peyser predicted.

The novelty of the campaign, which is being supported with print ads in New York and on the West Coast, should also appeal to worried consumers. “It’s fun,” Stollmack said.

Though that wasn’t the response he got when the idea was first presented. “Let’s put it this way,” he said. “I sign the back of the checks and the guys who sign the front of the checks asked the typical question they have been asking me for 15 years: ‘Are you crazy?’”

But once they hashed everything out, the concept got the green light. “It’s a small way of saying thanks to our customers for buying our brand in these tough economic times,” Peyser said.

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