Home / Knowledge / News / Apparel/Garments / Dickies debuts '874 Versus' advertising campaign
Dickies debuts '874 Versus' advertising campaign
27
Jul '10
Dickies, the leading global work wear brand, announced the launch of its first advertising campaign with agency of record Goodby, Silverstein & Partners (GSP). Titled “874 Versus,” the campaign showcases the strength, versatility and enduring spirit of the Dickies brand and its flagship product, the Original 874 Work Pant.

“874 Versus” debuts as a series of Web films available for viewing at 874.dickies.com as well as on YouTube. The first three web films in the series are currently available, with remaining videos introduced over the next two months. The films are part of the company's comprehensive integrated marketing campaign that includes a focus on traditional, digital and social media channels as well as experiential and public relations initiatives. Elements will be launched at strategic points in time through the end of the year to sustain a constant dialogue with consumers.

Underscored by the campaign tagline “Earn Them,” the 874 Versus campaign illustrates the hardworking legacy of the 874 through a diverse series of tough tests and everyday uses. The campaign addresses the brand's heritage, iconic 874 work pants and diverse communities of consumers who wear them day in and day out.

“The Dickies brand is steeped in pride and authenticity, it's real and no nonsense. For nearly 90 years, we've been meeting the demands of people who need a good, tough, reliable pair of pants to get them through the day,” said Tad Uchtman, Senior Vice President of Marketing, Merchandising and Licensing at Dickies. “Our consumers are extremely loyal because they know we'll always be true to our roots.”

“We challenged Goodby, Silverstein & Partners to create a unique campaign that acknowledges the ethos of our brand and honors the diversity of our consumer base. These are people who work hard, often under the radar, but with earnest dedication and heartfelt passion,” added Uchtman. “GSP has exceeded our expectations.”

Since 1922, Dickies has remained diligently focused on producing innovative, durable work wear offered at an unmatched value. From khaki twill work pants in the '20s to more than nine million army uniforms in WWII to the 874, real work wear has been the privately-owned company's mainstay category.

In-depth insights mined over a two year period revealed strong consumer affinity for the Dickies brand and a desire to deepen their relationship with it, the company, its products and heritage. The comprehensive research substantiated Dickies' need to elevate their marketing communications. As a result, the company conducted an extensive agency review and ultimately selected GSP as their first creative advertising agency of record last fall.

“Dickies is a truly iconic American brand. We are thrilled to be working with them,” said Rich Silverstein, Co-Chairman, Creative Director for Goodby, Silverstein & Partners. “Work wear is very trendy today, but Dickies has been providing people with the toughest clothes for work for almost 90 years. Our challenge was to find the simplest and most honest way to tell that story.”

Must ReadView All

Textiles | On 18th Jan 2017

China lays out plan to boost foreign investment

The Government of China has outlined measures to boost foreign...

Prime Minister Theresa May speaking on the UK government's negotiating objectives for exiting the EU. Courtesy: UK government

Textiles | On 18th Jan 2017

UK to pursue trade agreements with other countries

The United Kingdom will pursue free trade agreements with the EU and...

Courtesy: IMF

Textiles | On 18th Jan 2017

Risks to global growth outlook skewed to downside: IMF

Risks to the global growth outlook are two sided but are assessed to...

Interviews View All

Kamlesh Vaghela
RK Textiles

Very few machinery manufacturers have R&D units

Vidhyaa Shankar. S
A Ganapathi Chettiar

'The usage of knits is getting into the boundaries of woven fabrics'

Jim Desai
Blaiva Fabricaa

Fashion industry likely to remain labour-intensive in coming years

Lynda Kelly
Suominen Corporation

Suominen Corporation is a manufacturer of nonwovens as roll goods for...

Iago Castro Asensio
RCfil Distribuciones S.L.

Iago Castro Asensio, International Business Manager of RCfil...

Urs Stalder
Sanitized AG

Urs Stalder, CEO, Sanitized AG, talks about the increasing use of hygiene...

Bani Batra

Bani Batra’s couture wedding collection is inspired by traditional Indian...

Yash P. Kotak
Bombay Hemp Company

One of the directors of Bombay Hemp Company, Yash P. Kotak, speaks to...

Judy Frater
Somaiya Kala Vidya

Among the many honours showered on Frater, including Fulbright and Ford...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH
January 2017

January 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

SUBSCRIBE


Browse Our Archives

GO


eNEWS
Insights
Subscribe today and get the latest News update in your mail box.
Advanced Search