GREENSBORO, N.C.--(BUSINESS WIRE)--Wrangler®, a global leader in jeanswear and casual apparel, is making a shift to more emotionally-based lifestyle marketing this fall.
The 70-year-old North Carolina brand will focus its national TV advertising on how Wrangler’s unique emotional benefits help consumers celebrate the big and small moments in life. This new campaign intends to accentuate Wrangler’s identity as an iconic American brand with broad popular appeal.
“Wrangler has a rich legacy, universal awareness and tons of currency among consumers drawn to American values of family, friends and community,” said Tom Waldron, president of Wrangler. “We believe that there is equity and share to be gained by promoting our brand’s unique DNA in a way that resonates with a broader range of viewers while reaffirming the attributes that have earned Wrangler so many loyal consumers.”
The advertising leverages Wrangler’s legendary roots while highlighting its versatility and breadth of current styles. A variety of different action-oriented scenes connect to portray the confidence of being physically and emotionally comfortable in the way you look and feel, no matter where the day, or your jeans, take you.
“VF and Wrangler are industry leaders because of our commitment to listening to our consumers and responding to the marketplace,” said Waldron. “The strength and heritage of the brand, combined with this updated marketing campaign, positions us for increased awareness and relevance as we grow.”
Wrangler will continue to utilize its partnerships with spokespeople George Strait, Brett Favre, Dale Earnhardt, Jr., and top rodeo athletes in targeted radio, digital and social media opportunities. The TV ad, produced by long-time agency of record Toth + Co., begins airing nationally on premier sports and entertainment channels in September. A supplementary national print and digital media advertising campaign will run as well.
Wrangler® apparel is available nationwide in mass retail outlets, select department stores and specialty retailers including work apparel chains, farm & fleet, and western stores, as well as through online and catalog retailers. To find a retailer or for more information on the Wrangler family of products visit Wrangler.com or call 888.784.8571.