Plugg Pitches Jeans to the 'Burbs

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.

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