Wrangler Alters Brand DNA to Elevate Jeanswear

The push by Wrangler is on key sports and entertainment channels, with a supplementary print and digital campaign included in the mix.

Wrangler has altered its fall marketing approach to introduce more emotionally-based lifestyle into its campaign messaging. The global denim giant will focus its U.S.-based television advertising on how the brand’s unique stylings help consumers celebrate life’s big and small moments.

The new creative push launched recently aims to accentuate the marque’s identity as an iconic American name with broad appeal. The effort leverages its rich heritage to highlight its versatility and the breadth of latest designs. The spot connects action-oriented scenes to portray confidence in self.

The brand will continue its partnerships with various spokespeople, including George Strait, Brett Favre, Dale Earnhardt, Jr, and top rodeo athletes in targeted radio, digital, and social media executions. Said commercial was produced by long-time agency of record, Toth + Co.

“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,” said Tom Waldron, President of Wrangler.