Wrangler Gets Contemporary

First Toth Campaign Meant to Spark Mass-Channel Growth
NEW YORK–Wrangler Hero, VF Corp.’s mass-market jeanswear brand, is launching its most ambitious and fully integrated campaign ever with a message promoting a more contemporary attitude and fashion sense. The effort is the first work for Wrangler from Toth Brand Imaging, Concord, Mass., which won the account last fall.
Wrangler’s new ads come as the brand is trying to pump up sales at mass-market retailers. The campaign, backed by more than $30 million, represents Wrangler’s first TV creative in three years.