While Wrangler wrestles with the identity of its next advertising shop, The Woodbine Agency in Winston-Salem, N.C., has introduced a campaign for the client’s Timber Creek line of casual slacks.
New ads float a $5 rebate offer as part of Timber Creek’s “Great khakis” campaign. The work is appearing in magazines like Sports Illustrated, Golf Digest, People, Family Circle and Jet.
The print ads show guys wearing their casual slacks in seaside settings, with the taglines: “If you insist on buying more expensive khakis, buy two pair,” and “Khakis for the well-dressed man (and the woman who buys his clothes).”
According to the clothier, the advertising effort is aimed at first-time buyers.
In the meantime, Wrangler marketing officials are sifting through responses to its request for proposal and hope to name a new agency for its account by the end of summer. The business had been with The Martin Agency in Richmond, Va.
–Jim Osterman