Wrangler to ride with new agency

Denim brand Wrangler has put its PR account, thought to be worth around pounds 250,000, up for pitch as part of its ongoing campaign to update the image of the brand.

Denim brand Wrangler has put its PR account, thought to be worth

around pounds 250,000, up for pitch as part of its ongoing campaign to

update the image of the brand.



Cohn and Wolfe, Exposure, Freud Communications, Jane Howard PR and Life

PR are all pitching for the business, with the final appointment likely

to be early in 1998. Incumbent agency Andersson Whitehill declined to

pitch for the account, which it has held for five years.



Tim Henshall, marketing controller for Wrangler said the appointed

agency would take a fresh approach and focus on ’contemporising’ the

brand.



’We want to do for PR what we’ve already done for advertising. We want

people to re-evaluate the brand and motivate them to go and try the

jeans on,’ said Henshall.



Wrangler, which is the UK’s second biggest-selling jeans brand, launched

a new advertising campaign through Abbott Mead Vickers BBDO in April,

returning to the brand’s roots as authentic Western jeans. The campaign

has emphasised Wrangler’s links with the American West, with

documentary-style footage of rodeo riders and the strapline ’Worn by 99

out of 100 rodeo riders’.



The jeans market has shrunk in recent years and designer labels like

Calvin Klein have encroached into the premium end of the highly

competitive mass market. According to marketing analysts Mintel,

Wrangler held a 7.2 per cent share of the market in 1996; second to

market leader Levi’s with 21.5 per cent.



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