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(Click image to enlarge.) Dockers has decided to revamp its image as the preferred pants of prissy, pleated desk jockeys by issuing a "man-ifesto" on manliness, encouraging men to "wear the pants" once again, and creating a big ad campaign with print, outdoor, radio and, yes, its first Super Bowl spot since 2002. Vp of global marketing Jennifer Sey described the potential of the campaign so well in Brandweek. And I agree that "Wearing the Pants" could have been a movement.
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