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 Proving the the unretirement of Brett Farve makes cash registers ring with endorsers, Wrangler brand announced it's “You Can Count on Wrangler” Fall 2009 marketing campaign today. The brand’s two mass-market line extensions, Wrangler Jeans Co. and Wrangler Five Star Premium Denim, will launch new ads this month featuring each line’s all-star endorsee, NASCAR driver Dale Earnhardt Jr. and NFL great Brett Favre, respectively.
The new TV, print, radio and Web spots highlight both lines’ focus on the two products with prices less than $20.
“In today’s economic climate, consumers are demanding value in both price point and quality more than ever before,” said Craig Errington, vice president of Wrangler® marketing. “Wrangler delivers in both areas, and our new ads showcase just that – Wrangler continues to be a great value for your dollar. We want people to know they truly can count on Wrangler.”
The ads, which will run throughout the fall, will generate a combined 3.4 billion media impressions running in action-packed general news outlets and sports media that reach the target audience of hardworking, sports-loving men. Airing on major networks such as ESPN, CMT and others, Earnhardt Jr.’s and Favre’s commercials capture the athletes relaxing in their natural environments.
“Dale and Brett are both genuine Wrangler guys who have worn our clothes since long before our official partnerships,” said Errington. “Since we began working together, they have each really connected with our target consumers and have helped increase awareness and overall perception of the Wrangler brand.”
Thanks in part to the success of these endorsements, Wrangler brand awareness continues to rise. In addition to new TV spots, added exposure will be generated throughout the fall with radio ads set to air on wide-reaching stations such as Fox Sports Radio and ESPN Radio. New “You Can Count on Wrangler” print advertising will also appear in fall issues of Sports Illustrated and Popular Mechanics, among others, as well as popular online destinations SI.com and Yahoo!.
Earnhardt Jr. and Favre will also appear in-store on POS and product ticketing.
Source: Wrangler
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