Wrangler
“FOR THE RIDE OF LIFE”
Brand Strategy, Global Integrated Campaign
bringing Wrangler’s Heritage and style together.
The Challenge
Develop a global brand strategy and campaign that helps defend Wrangler’s historical territory of the ‘Cowboy Spirit’ in USA, while driving growth in emerging markets for the brand in Asia and Europe.
The strategy
Based on the brand's existing consumer insights and audience profiles, we identified a universal insight that translated into region-specific tactics. Courage. Both a defining characteristic of the brand and behavior that the consumer was looking to manifest in their lives after the events of 2020.
The Idea & Execution:
For The Ride of Life celebrated everyday people from all walks, ages, and backgrounds expressing their courage by pursuing new adventures and leaving nothing on the table. The integrated campaign, styled by Euphoria’s Heidi Bivens, reflected the variety of the Wrangler community. A global TV spot supported by social and digital assets customized for each region.
The Result:
The campaign has become Wrangler’s most successful, spawning multiple activations, including the Leon Bridges NFT experience and multiple partnerships. Wrangler brand global revenue increased 17 percent, with International Revenue increasing 27 percent.
