Fashionably Heroic

VF Corp. shifts ad strategies for its Wrangler Hero line with a $10 million fall campaign meant to tell consumers that the brand has a sense of fashion.
Print ads from The Martin Agency, Richmond, Va., concentrate on Hero’s lead products–carpenter jeans, cargo pants and twill khakis–all shown on models set against white backgrounds. The ads feature humorous phrases related to a product attribute, such as “Pickpockets only have a one in six chance” (shown here) for cargo pants, or “Remember painted-on jeans? Maybe these will help you forget,” for women’s relaxed-fit jeans.
Each ad links the logo with the name of the featured item. The product-oriented direction stemmed from VF research that showed 25-to-45-year-old consumers were surprised the new styles were from Wrangler, which they perceived as a basic jeans brand.
The ads will run as a series of single-page ads and two-page spreads in October issues of sports, fashion and lifestyle books. –Becky Ebenkamp and Jim Osterman