Lee Jeans today makes a big appearance a brand revive, finish with TV spots, another site and a computerised push as an approach to reengage clients who may have been floating away.
The legends of the new “Move Your Lee” advertisement stage are the Lee Man and the Lee Woman, who each show up in his and her own particular 30-second TV spot. The Lee Woman is “incline, mean and canvassed in jean,” as she fills in as a doctor, rides a cruiser and deals with her children and spouse. So also, the Lee Man likes to crash through meeting room dividers and squashes having a fabulous time as he wears his “opportunity pants.”
“We made this reason, this life in movement,” said Kim Yates, who joined the VF Corp.- claimed mark as VP of promoting from Procter and Gamble a year ago. “There’s this fun loving nature, a simple nature of our identity that is dependably been there in the diverting way we approach the buyer and we needed to bring that back.”
She noticed that Lee’s imaginative fit, which incorporates extend and cooling, winking and warming properties in its pants, permits its wearers to grasp a more dynamic way of life. Strikingly, this “can-do” life was at first presented by Lee’s organizer, Henry David Lee, who made the brand 127 years back.
“From a development viewpoint, we’re still in a state of harmony with our organizer, however from a correspondence angle, we weren’t,” said Ms. Yates, who noticed that most purchasers just recall promotions including the doll Buddy Lee, which initially circulated more than 15 years back. VF Corp. bought Lee in 1969.
The 30-second spots will likewise air in 15-second forms. A 45-second video will seem online that incorporates smaller than normal vignettes too. Lee’s new site appeared a week ago, and the brand is additionally taking off new items for both men and ladies this fall. Omnicom’s GSD&M took care of innovative obligations, while Lee worked with Stardom on media and Hill and Knowlton Strategies on PR.
Ms. Yates declined to state how much the Merriam, Kansas-construct brand is spending in light of the exertion. A year ago, VF Corp. devoted $19.8 million, or 19% of its aggregate spending on measured media in the U.S., to Lee, as per Kantar Media. In spite of the fact that VF Corp. does not separate deals by name, its pants wear division, which incorporates Lee, Wrangler and 7 For All Mankind, speaks to $3 billion of the aggregate’s $12.4 billion deals.
A week ago, Lee’s kin image Wrangler divulged its own new showcasing effort, which correspondingly highlights the experience and strength of wearing great denim.