Carhartt Expands Beyond Blue-Collar Base | Adweek
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Carhartt Expands Beyond Blue-Collar Base

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Team Detroit is developing an integrated ad campaign for the Carhartt brand of clothes and shoes. Carhartt's primary customer base has been blue-collar workers.

The multi-million dollar effort, due to break in September, will include traditional and digital ads, according to the WPP Group shop. Team Detroit landed the assignment after showing credentials and work to client executives during a series of meetings that began in January, said agency managing director Brad Audet.

"Carhartt has challenged us to create a campaign that transcends the work environment and moves into a more lifestyle-focused area," said Greg Braun, executive creative director at the Dearborn, Mich., shop. "We're excited to help the brand evolve beyond its current state and do something unexpected."

The traditional work will include TV and print ads. Team Detroit also landed media duties on the brand. The client's previous lead agency was Interpublic Group's Campbell-Ewald in Warren, Mich.

In the past, Carhartt has been known primarily for work clothes, shoes and accessories. The Dearborn-based company now seeks to grow by expanding its product line, according to CEO Mark Valade. Among the new products listed on Carhartt's Web site are shorts, jackets, onesies and caps.

Past brand spending has been modest. Last year, Carhartt spent just $200,000 in major measured media -- down from more than $3 million in 2008, according to Nielsen. Those figures don't include online spending, however.

Team Detroit's main focus is Ford, one of WPP's largest global clients. The agency also works for the likes of Bell Helicopter, Scotts, Shell, Bosch, Compuware and Warrior Sports.