Two by Four Helps Wrangler Skew Younger

CHICAGO Wrangler targets a younger consumer for its Twenty X line of jeans in a new print campaign from Two by Four.

Print ads, breaking in June publications, incorporate fanciful illustrations, cheeky copy and “It’s a whole new rodeo” as a tagline. Each ad touts a different Twenty X jean, such as the Houston, Tulsa and 20Xtreme Fit. An ad for the Tulsa line shows an attractive man and woman relaxing in the jeans, while copy reads, “One day in Tulsa. In the next 24 hours, 1,374 people will go on first dates. Half an hour into dinner 1,312 of them will ask, ‘What was I thinking.’ Twenty-seven will look nothing like the celebrity they described. All the way down to, ‘One will last forever.’ “

The Chicago independent agency called upon design studio Vault 49, which has worked with clients such as MTV, Greenpeace and L’Oreal, to help bring the campaign to life. “It was the magical quality of Vault’s past work that really drew us to them,” said Two by Four art director Andy Kohman in a statement. “

Spending for the effort was not disclosed. Wrangler parent VF Corp. spent more than $35 million advertising the entire Wrangler line of jeans in 2003, according to Nielsen Monitor-Plus.