Website development, Email marketing and Social media campaigns.
Denim brand for Africa, Middle East, Asian markets. Integrated online campaign. Denim, a former Unilever trade brand, was launched in the mid 70s in Italy, using “sports” as their main marketing message. The current base is middle aged blue collar males. The challenge was to develop a transitional global advertising campaign reaching a new target segment - Gen Next - without having the new packaging on the market. This campaign was the first step towards the repositioning of the brand and revamping the packaging kicking off on 2010.
BridgerConway developed packaging, naming, point of sale and gondola design for two new fragrances (Heat and Chill.) Realizing that music was a key unifier of this segment across countries as well as having a carefree attitude, we developed the campaign theme “Make your Noise”, using “Whatever. Have Denim” as the campaign line. The look and feel of the was very young, modern and distinctive, using graffiti, a vibrant color palette and a multicultural casting to be inclusive of various ethnicities around the world. A song was developed for Denim, to be used in radio, TV commercials and the denimwhatever.com site. Lastly, a digital campaign with a strong call to action to participate in a contest where the audience could develop a logo for Denim, a song and a video. There were weekly prizes (ipods, mac computers and lead guitar games) also appealing for this segment. The campaign kicked off the end of April so there are no results yet, except for a great reception from the trade and research.
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