By Barry Janoff
August 20, 2015: Having Dale Earnhardt Jr., Brett Favre (in his prime) or Drew Brees leading your team would be a best-case scenario.
Wrangler Jeans has all three, and is using them together for the first time in the same seasonal campaign for one product line, its Wrangler Advanced Comfort jeans.
The effort, which breaks this week to coincide with the back-to-school time period as well as the start of the 2015 NFL season, includes TV, print, Internet, social media such as Twitter and Facebook and POP.
Nascar driver Earnhardt Jr., former Green Bay Packers quarterback Favre and veteran New Orleans Saints quarterback Brees have been brand spokespersons since 2004, 2007 and 2013, respectively.
A 30-second spot has all three, although not in the same scene. (See the full spot here.)
Each gets his own 15-second spot, with Brees bringing along wife Brittany and their kids for added family value. (See Earnhardt Jr.'s spot here, Brees' spot here, Favre's spot here.)
According to Wrangler, uniting the three for one effort "outperform(ed) all previous campaigns tested among consumers . . . These ambassadors represent the principles and values that make Wrangler one of the greatest authentic and iconic American brands."
“The message of comfort, quality and durability, backed by tried and true products and endorsees, is what continues to make Wrangler the iconic brand it is today,” Craig Errington, vp-marketing for Wrangler Jeans, said in a statement.
“By putting the consumer at the center of everything we do, we are producing product innovations that we know meet a real need; and our marketing initiatives are working as we continue to see strong consumer interest," said Errington.
Wrangler said it has seen "strong first half revenue performance with a renewed momentum in Jeanswear driven by the success of product innovations such as Wrangler Advanced Comfort jeans, as well as the brand’s ability to maintain loyal customers through the age of ephemeral trends and disposable fashion."
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