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Wrangler Debuts Its First-Ever Global Campaign

October 1, 2019 Jennifer Chang

Yee-haw! Wrangler, an American jeans manufacturer, announced this month the launch of its new global advertising campaign, “Wear With Abandon.” Embracing the spirit of the Wild West, Wrangler highlights the adrenaline-fueled moment before making an unpredictable decision, when courage and fearlessness finally kick in.

Wrangler Seeks To Reach A Broader Demographic With Their New “Wear With Abandon” Campaign

Wrangler’s Wear With Abandon campaign includes a range of cast members — from cowboys and female musicians, to Millennials and kids riding bikes, demonstrating Wrangler’s wide-reaching appeal. The voiceover in the commercial says, “Something you should know about bull riding, the bull always wins. Because there’s no real reason to put yourself on the back of a bull. And that just might be the best reason to do it.” The campaign is intended to reflect the care-free, adventurous optimism of the cowboy spirit. By inspiring and inducing determination in their customers, Wrangler continues to grow their company and expand their market (most recently to China). The “Wear With Abandon” global campaign reinforces the idea that, while wearing Wrangler jeans, all individuals, no matter what age or gender, can live their lives with abandon.

Wrangler Encourages Social Media Interactivity

Wrangler Instagram Encourages Social Media Interactivity

Back in May, Wrangler debuted a country-western influenced mobile campaign in partnership with artist, Lil Nas X. When users visit the WranglerOnMyBooty.com mobile site, they can snap and share pictures of the back pockets of their Wrangler jeans to unlock exclusive behind-the-scenes footage of Lil Nas X’s music video for “Old Town Road,” the crossover country/hip-hop song with Billy Ray Cyrus. The campaign was inspired by the song’s lyric, “Cowboy hat from Gucci, Wrangler on my booty,” and celebrates today’s mix of music, culture and style. Mobile users are encouraged to share pictures of their Wrangler jeans on social media using hashtags, #WranglerOnMyBooty and #WranglerLilNasX.

Wrangler Promotes Sustainability

“Tough denim. Gentle footprint.” is the headline of Wrangler’s sustainability page on their website. Today’s consumer, especially the younger generations, are looking for brands that respect the Earth, and Wrangler is taking their stand to do just that, promising:

  • 5.5 billion liters of water conserved by 2020
  • 100% preferred chemistry throughout supply chain by 2020
  • 100% renewable energy by 2025
  • 100% sustainable cotton by 2025

Becoming a global brand has its challenges, as consumers from different cultures have varying tastes and desires. According to Tom Waldron, Wrangler’s Global Brand President, as Wrangler looks to expand its heritage brand into a worldwide trendsetting label, they’re embracing “the opportunity to bring new experiences to consumers that allow us to stay true to our heritage, but show an unexpected and fresh twist.”

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About the Author

Jennifer Chang

After receiving her Bachelor’s Degree in Media Communications from the University of Delaware, Jennifer Chang embraced the world of all things media and digital marketing. Beginning with an internship at McCann Health New Jersey, Jennifer analyzed data and statistics for clients’ websites, researched competitors and conducted market research. Finding a natural fit in Digital Media Solutions (DMS), Jennifer joined the team as a Marketing Strategist, where she uses her high motivation and keen eye for detail to provide support on division-specific marketing campaigns and various advertising lead generation initiatives. She is also a valuable contributor – both writing and editing – for DMS Insights, and enjoys working alongside a team of like-minded individuals.

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