Wrangler wins “Best Marketing” at Drapers
Wrangler, the iconic denim brand, took Best Marketing Initiative at the 2010 Drapers Awards for its powerful, visceral Red campaign, the latest chapter in the We Are Animals communications program.
Wrangler was commended for its strong, highly-charged print and online campaign, and for the campaign’s visibility – in print, on outdoor poster sites, online. Red’s uptake by opinion-forming bloggers helped attract a young, new customer, which also impressed the judges.
We Are Animals is a call to arms: surrender to your instincts, revel in the surge of adrenaline, embrace the thrill of the wild outdoors! Wearing Wrangler’s contemporary-cut jeans, you feel the freedom to run with your primal, animal urges.
In early 2010, Wrangler released the ‘Red’ advertising images. The print campaign captures men and women in the heat of the moment, saturated in red water or caught in a fury of red dust. See the campaign online at www.weareanimals.com
Along with the prize for Best Marketing Initiative at the Drapers Award, the Red campaign took Gold for Photography in the Print category at the recent London International Awards. Red also won a Gold prize at this year’s Cannes Lions advertising festival.
Wrangler took the only marketing prize at the Drapers Awards, which celebrate their 20th Anniversary this year. Organized by Drapers magazine, the UK’s leading fashion business title, the event was held last week (Wednesday, November 17, 2010) at London’s Grosvenor Hotel.
Adam Kakembo, marketing director Wrangler EMEA, said: “The UK has really caught on to Wrangler’s surge of adrenaline and spontaneity, and it’s a real boost to have Drapers’ seal of approval. Wrangler is on the up, and we’re straining every sinew to put our message across. In these days of tight marketing budgets, it’s vital to have a strong message, an imaginative execution and a bold approach to distribution. The whole Team’s delighted that our efforts have been recognized.”
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