Amsterdam-based agency WE ARE Pi have teased a brand new brand platform for iconic denim makers Wrangler. The cheeky social and OOH campaign is called “Wrangler Vs Wrongler,” and it aims to motivate people on how to lead a better life by living “The Wrangler way,” and getting the most out of every day. It achieves this through a series of comedic images that compare and contrast the “Wrangler” way of living with the “Wrongler” way of living. The differences and the message are simple: If you're cool, stylish and outdoorsy, you're Wrangler. If you're lame, inauthentic and cookie-cutter, you're Wrongler. It’s a clever concept, though we have to take a certain amount of umbrage with the campaign’s insistence that cooking on a campfire is somehow superior to cooking with a microwave.
Amsterdam-based agency WE ARE Pi have teased a brand new brand platform for iconic denim makers Wrangler
Ilaria Pasquinelli, brand marketing leader at Wrangler Europe said of the work: “With this campaign we want to inspire our long-time fans and new consumers to live the Wrangler way. It’s a celebration of life and the brand’s soul.” Rick Chant, creative director at WE ARE Pi added: “The evil twin, Wrongler reminds us all to live Wrangler.” The work was created Kaz Salemink, Nessim Higson, Rick Chant and Barney Hobson.
The campaign reveals a series of comedic images that compare and contrast the “Wrangler” way of living with the “Wrongler” way of living
After winning the Wrangler Europe business in a competitive pitch last year, this is the first campaign from WE ARE Pi, that will run across Europe. As well as repositioning the brand as a more playful alternative to Levis, it also serves as a precursor to Wrangler’s Integrated European brand platform, “Wrangler Born Ready,” which launches at the end of September. Born Ready will aim to promote Wrangler's new category, performance denim, which the retailer argues can be worn as a stylish fashion statement, whatever the weather conditions. According to Edoardo Brutti, retail & trade marketing manager for Wrangler EMEA: “Born Ready is the role of Wrangler in today's world. Born Ready speaks to our roots of looking good and working hard.”
Wrangler is also looking at ways it can use some of the new technology and content marketing it has developed online
Wrangler is also looking at ways it can use some of the new technology and content marketing it has developed online, including features such as its “Fit guides” and product GIFs, into stores. Brutti added: “We are focusing on tools that help us make our brand experience with consumers compelling and seamless between online and offline. When it comes to online, we have been investing in understanding how our consumers want to shop and how we can enable them to find what they want when they want it. We have also invested resources in creating content that explain our innovations that are at the heart of our product offer.” These include the aforementioned tools, which Wrangler wants to introduce to the shop floor “In order to engage with consumers and create more selling opportunities.”
