Seeking to expand its customer base and broaden its mainstream appeal, Wolverine's Chaco sandals brand has hired Cultivator Advertising & Design in Denver as its first lead agency.
The shop, independently owned, will handle print, point-of-purchase and online chores, as well as Web site design and packaging.
Adventure travelers (the brand's core consumers) and folks who enjoy active-casual lifestyles (a new target) will be the focus of work scheduled to break next month. Spending was not disclosed.
There was no review, and the client said Cultivator was hired because of its Colorado heritage (that state is also the birthplace of Chaco) and the strength of its overall creative portfolio.
From the shop's point-of-view, it now has the chance to help build a niche company with a cult following into a more prominent category player, per agency account director Scott Coe.
Cultivator works mainly for consumer brands, and is likely best known for offbeat efforts touting Red Robin Gourmet Burgers and New Belgium Brewing.