GREENSBORO, NC: Previously known almost exclusively for denim-wear, the Wrangler brand is launching a multi-tiered campaign to break its new line of home furnishings, the Wrangler Home Collection.
"It's a continuation of what the Wrangler brand stands for: quality, value, and trust," Weldon said. "We're building upon that message."
Ads from a new campaign and PR campaign debuted at October's International Home Furnishings Market in High Point, NC on October 14. Wrangler will start shipping the product on January 1, 2005.
The effort is supported by Wrangler's AOR, Raleigh-based French/West/Vaughan, which is handling both advertising and PR. FWV has been with the brand for about ten years. While 12 FWV employees lend support to the main brand account, the Wrangler home account features four employees and is helmed by EVP Lauren Taylor.
"[FWV] is a big part of our media strategy," said George Weldon, director of licensing for VFJeanswear, which owns the Wrangler trademark. Weldon did not disclose the amount of money going into the venture, but called it "significant."
PR efforts include an aggressive media relations push to national shelter magazines and major newspapers. Also, a national tour promoting children's literacy and reading is planned for next year, making use of the new Wrangler Home Reading Chair.
"The reading chair is a compelling branding proposition to accompany the product," said Rick French, FWV president & CEO. "There are plenty of product lines out there, [so] we wanted a compelling way for people to connect."
French said the tour will feature prominent public figures, like celebrities, media personalities, and - he hopes - either Laura Bush or Teresa Heinz Kerry sitting in the chair and reading to children.
The ad, revolving around father-and-son relationships, was photographed in an actual Wrangler Home Showcase House, built for the brand. The company will be building other Wrangler houses around different events.