NEW YORK Plugg Jeans will launch a print, outdoor and event campaign in August, aimed at reaching suburban teens and young adults with urban tastes.
The line of "street-inspired" jeans is sold mostly through department stores to suburban teens, the primary demographic target of the client, said Margot Lewis, principal of M Media, the New York shop that has held the account since January. With an annual budget of $3 million, targeting suburban youth seemed to be a more effective strategy than going for the more saturated urban market, Lewis said.
The print ads, timed for the back-to-school season, will run in the August issues of Blender, Revolver, Elle Girl, Seventeen and Teen People. Three ads will feature M Media's newly created brand icon, the red-eyed, spike-collared Plugg dog. One of the three executions reads, "Take a Stand—Vote 2004," encouraging young people to exercise their rights in the upcoming election.
Additionally, Plugg will supply 130 movie theaters throughout the country with branded popcorn bags for the release of Spider-man 2. The outdoor campaign will include billboards and beach kiosks in Los Angles as well as boards in Charlotte, N.C., Seattle, St. Louis and Dallas. Plugg will employ taxi-top messages and wild postings in New York.
In order to appeal to the extreme sports fans in its consumer segment, Plugg has become the exclusive apparel sponsor of Hell on Wheels, a team of professional skateboarders, free-style bikers and in-line skaters that perform across the U.S.
The company has updated its Web site with the help of Lyman Commerce Solutions. The venue, directed at 16-25-year-olds, includes music from the band 36 Crazyfists, downloadable media, screen savers, IM icons, "Ask the Plugg Dog," horoscopes for girls and skate tips for boys.