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Bozell Worldwide will launch in October the first U.S. ad campaign for the Caterpillar Footwear Group.
Bozell became lead agency on the $15 million global account in June.
The New York shop will target males aged 16-24 for the the Rockford, Mich-based division of Wolverine World Wide, introducing the CAT boot as a durable yet hip work shoe.
The print and outdoor ads associate the well-known Caterpillar heavy equipment brand with the namesake boot, which is popular in Europe but relatively unknown in the U.S.
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