Dockers, the casual trouser brand owned by Levi Strauss and Co, has
appointed Mandi Lennard Publicity to handle its UK consumer PR.
Dockers is trying to attract younger customers. Mandi Lennard, which
replaces Dockers launch agency Red Rooster PR, will focus on the 20- to
30-year-old market. Dockers has just launched an ad campaign aimed at
this market. The brand’s 1995 campaign, which promoted the idea of
casual dressing on Fridays for City workers, targeted customers over
’We are going into a new direction and a market we have never targeted
before,’ said advertising and promotions manager Hester Hettinga.
Hettinga, who reports to European advertising and promotions manager
Jaume Miquel, was recently appointed to her post, but has been
freelancing with Dockers since December 1997.