Dockers(R) San Francisco Reinvents Apparel Landscape With New 'Four Wearing Occasions' Campaign
Dockers(R) "Four Wearing Occasions" billboard. (PRNewsFoto/Dockers)
SAN FRANCISCO, CA UNITED STATES 09/11/2006
- Leading Men's Apparel Brand Reasserts Leadership Position by Providing
Simple Solution to Getting Dressed -
SAN FRANCISCO, Sept. 12 /PRNewswire/ -- Dockers(R) San Francisco, the
nation's leading brand of men's casual wear, today announced the launch of
its newest marketing campaign, "Dockers(R) Four Wearing Occasions." The
campaign, an integrated, 360-degree messaging platform anchored around four
key wearing occasions for men -- work, weekend, dress and golf -- builds on
the brand's San Francisco identity and is an integral part of the business
growth strategy led by John Goodman, president, Dockers(R) brand, U.S. The
campaign provides a new perspective for men on how to dress for all of
life's activities, driven by the perfect pant for each occasion. Produced
by Foote, Cone and Belding, San Francisco, the "Four Wearing Occasions"
campaign includes TV, print, outdoor, online advertising and PR activity.
(Photo:
http://www.newscom.com/cgi-bin/prnh/20060912/LATU077 )
"Dockers(R) has redefined how guys dress over the past 20 years -- by
offering an alternative to jeans and dress pants, by introducing a new way
to dress for work, and by providing performance innovation in everyday
clothing," said John Goodman. "Now, with our 'Four Wearing Occasions'
message, we're providing men with a simple approach to getting dressed for
all the activities that make up their lives." Goodman continued,
"Dockers(R) is taking the complexity and stress out of getting dressed."
The campaign supports the brand's new focus on occasion-based product
design. Under the leadership of Jim Tibbs, senior vice-president of design
and merchandising, the updated look of Dockers(R) fall 2006 collection
boasts enhanced styling details and updated product offerings tailored
specifically for each occasion. Dress pants, including the Never-Iron(TM)
Washable Wool Pant, will be coupled with dress shirts, ties, belts and
sport coats. Fusing style with functionality, the Never-Iron(TM) Washable
Wool Pant is a 100-percent wool dress pant that does not require
dry-cleaning. Casual Weekend attire, including the Iconic Khaki, will
feature 100-percent cotton, washed-down pants, comfortable knits and shirts
in a range of seasonal colors. The Golf and Work lines feature
industry-leading product innovations including the Never-Iron(TM) Cotton
Khaki and the Performance Golf Pant with Individual Fit(R) Waistband, All
Motion Comfort(TM) fabric and Cool Effects(R).
"Men today are more style-conscious than ever, but they need help
updating their wardrobe and are strapped for time to shop," said Tibbs.
"The Dockers(R) brand is responding to that need by offering new styles,
fabrics and products for all of his key occasions."
Television Commercial
Starting in September, Dockers(R) brings the new campaign to life
through a highly visual and entertaining 30-second TV commercial, entitled
"Continuous Life," that celebrates the four key occasions of the Dockers(R)
male consumer. The spot follows the Dockers(R) hero moving cleverly through
match-cut transitions, from Work to Weekend to Dress to Golf. As the hero
transitions from each scene, he interacts with the people and places
relevant to each occasion. Layered over the action is a new branding device
that identifies Work, Weekend, Dress and Golf as the related scenes are
displayed. Tight camera angles are used to focus on product texture and
details. The commercial will run on cable entertainment, late-night and NFL
programming and also will appear during primetime network shows, "Deal or
No Deal," "ER," "Prison Break," "My Name is Earl," "House," and the season
premiere of "Lost."
Print Advertising
A complementary print campaign launches in December in key men's
lifestyle publications including Esquire, GQ and Men's Health. The "Four
Wearing Occasions" creative features a series of spreads and four-page
inserts that showcase a different product for each occasion, highlighting
the design details and fabrications with tight photography and cropping.
Outdoor Advertising
The Dockers(R) brand will kick off the fall 2006 season in September
with a break-through outdoor campaign in San Francisco and Chicago, a first
for the brand in nearly 10 years. Product imagery from print will be mixed
with additional product and portrait shots for a more robust wearing
occasion message. The occasions will be repeated across all elements
leveraging the branding device from TV and print. Outdoor elements include
transit, billboards, news racks, and a complete "station domination" during
the month of October at the San Francisco Montgomery Street BART station.
Online Advertising
The wearing occasions message will be continued online with a robust
Dockers.com Web site and Internet advertising campaign. Visitors to
Dockers.com will be able to search by occasion for product offerings and
outfit recommendations. Online advertising will coincide with television
and print activity supporting the holiday shopping season.
In-Store Marketing
Eye-catching in-store graphics distinctly communicate the four wearing
occasions with a sophisticated undertone. The store environment also aligns
with the four occasions message, grouping product by occasion in order to
make the shopping experience easier. Unique on-floor merchandising and
packaging will help ease the consumer shopping experience and bring the
brand's wearing occasion platform to life.
"As the leading men's apparel brand, guys trust Dockers(R) to guide
them on how to dress for any occasion," said Brian Bacino, creative
director, Foote, Cone & Belding. "In all of the 'Dockers(R) Four Wearing
Occasions' creative executions, consumers will see Work, Weekend, Dress and
Golf communicated jointly as one message in order to consistently reinforce
this new approach to dressing."
Television Creative Credits:
Spot Title: "Continuous Life"
Creative Director: Brian Bacino, FCB San Francisco
Art Director: Tim Bremner and Anne Johnson, FCB San Francisco
Copywriter: Brian Bacino, FCB San Francisco
Agency Producer: Cathy Carolan, FCB San Francisco
Production Company: Little Minx at RSA
Director: Malik Sayeed
Music performed by Sugar "Chile" Robinson
About Dockers(R) San Francisco
Dockers(R) is the leading brand of comfortable and stylish casual wear
and continues to expand product offerings to provide men and women with
clothes for a versatile, on-the-go lifestyle. Dockers(R) khakis were first
introduced in 1986 as the casual alternative to jeans and dress pants. The
line has since expanded from men's casual pants to a lifestyle resource
offering a full range of head-to-toe products for men and women. For
information on Dockers(R) products call 1-800-DOCKERS or visit
http://www.Dockers.com
About Foote, Cone & Belding
The Foote, Cone & Belding (FCB) Worldwide network, a business unit of
the Interpublic Group of Companies (NYSE: IPG), is one of the world's
largest marketing communications networks with offices in 110 countries.
FCB employs a genuine commitment to complete engagement with client and
consumer.
Contacts: Anita Mellon Amy Hamaoui
PainePR PainePR
949.809.6776 949.809.6778
[email protected] [email protected]
SOURCE Dockers
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Related links:
http://www.Dockers.com
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