Crispin To Hit The City Streets For Caterpillar




Miamians Will Play Up Tough, Urban Chic of New Client’s Boots
ATLANTA–Crispin Port-er & Bogusky in Miami has been awarded the advertising account of Caterpillar Footwear.
The account, which will bill approximately $2 million in 1999, had been with the New York office of Bozell.
Crispin has handled advertising chores for Merrell Outdoor Footwear, a division of Wolverine Worldwide, for the last nine months. Wolverine is also the parent company of Caterpillar, which is located in Grand Rapids, Mich. The Merrell connection is how Crispin was able to land the additional assignment without the account being placed into formal review.
“They knew about our work through Merrell,” said Jeff Steinour, vice president and director of account service for the agency. “They didn’t ask us to bring [spec] work, but we did some research and took some ideas to them that they must have liked.”
Though the Caterpillar line, which is licensed by earth-moving equipment manufacturer Caterpillar Inc., features a series of work boots, its appeal to the fashion sense of males 18-34 puts it in competition with brands like Timberland and Doc Marten. Caterpillar’s price points range from approximately $65 to $150 per pair.
“We know the brand has a big urban appeal,” Steinour said. “And it almost always skews male. It’s an overbuilt, tough-looking line of shoes and boots.”
Steinour added that the Caterpillar line does well in Europe and South America. A major part of the agency’s mission will be to generate that same heat domestically.
Crispin’s initial advertising work will appear in early 1999. The media mix has not yet been determined by the agency.
“It’s probably going to be a combination of outdoor and print,” Steinour said. “We’re also looking at some ‘guerrilla’ ideas–promoting the brand out on the street the same way a lot of rap groups have.”
The client’s long-term marketing objectives include taking the brand global by the year 2000, according to the agency.
Other brands under the Wolverine umbrella include Hush Puppies, Harley-Davidson Boots, and Coleman Outdoor Footwear .