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
’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.