Wrangler Gets Contemporary

First Toth Campaign Meant to Spark Mass-Channel Growth
NEW YORK–Wrangler Hero, VF Corp.’s mass-market jeanswear brand, is launching its most ambitious and fully integrated campaign ever with a message promoting a more contemporary attitude and fashion sense. The effort is the first work for Wrangler from Toth Brand Imaging, Concord, Mass., which won the account last fall.
Wrangler’s new ads come as the brand is trying to pump up sales at mass-market retailers. The campaign, backed by more than $30 million, represents Wrangler’s first TV creative in three years. Print is running from August through September in nine publications. Wrangler spent about $20 million to support all its brands in 1999, per Competitive Media Reporting. The client’s previous creative shop was The Martin Agency, Richmond, Va.
The print and TV creative was shot simultaneously to define the brand further and make it relevant to consumers who buy jeans at mass-market retailers, said Mark Clift, vp-marketing for VF’s mass brands.
Three 30-second spots include one oriented to men, another to women and a third to general audiences. The work focuses on relationships and how Wrangler fits in with the good times people enjoy together.
Spots show a husband and wife riding bikes and sipping coffee on a porch, a father and daughter dressing to play in the rain, and boys dashing into the ocean or carrying a canoe to a lake. All spots keep Wrangler’s tag, “Real. Comfortable. Jeans,” now entering its seventh year.
Print is more product-focused and shows the clothes in snapshot-like images. “The creative shows people you wish you knew doing things you wish you could do in places you wish you could visit,” said Craig Errington, Wrangler Hero’s director of marketing.
Commercials are running on cable networks such as ESPN, TNT, TBS, VH1 and Lifetime. Print will run in Sports Illustrated, People, TV Guide, Woman’s Day, Redbook and Motor Trend, among others. CIA CPM, Chicago, handles media buying.