afaqs!

Wrangler jeans: Your gateway to a pair of hot wheels

By , agencyfaqs!, Mumbai | In Advertising | June 05, 2007
Wrangler has launched a five-metro promotion, 'Go Clean'. On offer is a personalised Wrangler chopper bike signed by brand ambassador John Abraham

Wrangler, the & #BANNER1 & # apparel brand from VF-Arvind Brands, has launched a five-metro promotion to reflect its current positioning stance: that of 'clean' jeans being in fashion this season. Aptly titled 'Go Clean', this promotion hinges on the idea that Wrangler has always been ahead of other brands in spotting what's going to be in fashion.

As a part of this promotion, consumers purchasing merchandise worth Rs 2,500 receive gift vouchers from Kaya Skin Clinic or a Castrol Bike Station gold service voucher, apart from limited edition John Abraham signature tees from Wrangler (as is known, Abraham is the brand ambassador for Wrangler). What's more, they can also enter a lucky draw to win an exclusive personalised chopper bike signed by John Abraham. This bike, branded as the Wrangler Chopper, has been created exclusively for Wrangler. This foray into the bike segment is a first for the clothing brand.

The Wrangler chopper, up for grabs
"Depending on its success, we may launch more such bikes," says Janani Subramaniam, business head, Wrangler. The promotion gives the 'urban cowboy' an opportunity to win a chopper, which the company hopes is the modern day equivalent of the cowboy's steed.

The 'Go Clean' promotion is being promoted in sync with the current 'Truly Clean Jeans 07' campaign for Wrangler. This promotion is being positioned with the line 'Clean Skin, Clean Bike, Clean Jeans'. This explains the tie-up with Kaya, which is all about clean, dirt-free skin. The Castrol tie-up will help promote the concept of the Wrangler bike.

The promotion is currently running in five metros - Bangalore, Mumbai, Delhi, Hyderabad and Chennai, and is on till June 25, 2007.

On Wrangler's website, www.wrangler-trulyclean.com, visitors can sample this promotion and take part in contests, win prizes and download games. So far, 1,35,000 downloads have taken place, says Subramaniam.

In addition to some print, outdoor and online advertising, Wrangler is displaying the bike in high footfall areas, such as malls in the five cities, In Mumbai, for instance, the bike will be displayed in Phoenix Mills and Inorbit.

For the record, the heritage of Wrangler goes back to 1904, when its original manufacturer, the Blue Bell Company, was founded. Since then, Wrangler has been trying to inspire freedom, independence and self-reliance in its wearers.

A part of VF Corporation, Wrangler was brought to India by Arvind Brands.

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