Context: Wrangler was losing relevance to a metro-sexual fashion trend. The brand’s positioning had to be refreshed in emerging markets without losing its essence.
Insight/Idea: During a metro-sexual trend, we focused on telling guys to return to their masculinity.
Why This Case: Generated a new and relevant brand positioning, while being able to maintain Wrangler’s traditional core values.
Results: The campaign, done with limited resources, helped position the brand in a tough market. Testing showed a great improvement in brand perception.