Dockers returning to its roots with Khaki campaign
08 Dec '09
3 min read
Everyone loves a comeback story. In a move designed to re-energize a men's wardrobe staple that lost some luster in recent years, Dockers, the brand that has defined khaki pants for more than 20 years, is returning to its manly roots with a modern approach to all things khaki and an irreverent “Wear the Pants” global ad campaign.
Dockers new global approach is focused on creating an updated and decidedly masculine collection of khakis. The new line is straightforward and streamlined, aimed at emancipating men from the “Dilbert-hood” of cubicle khaki. As the category leader, Dockers is committed to making the khaki an essential and much-loved item in the modern man's wardrobe. By providing the consumer with a range of choices in fit, color and style, Dockers provides stylish options for work, going out or hanging out. In a world where denim dominates men's wardrobes, khaki offers a fresh and distinctly grown up alternative.
“The category is in decline for a reason. Khaki brands have been stuck in the 20th century with little in the way of new product news for the last 10 to 15 years. We are going to change that,” said Jim Calhoun, President, Dockers brand. “Our goal is to make men love their khakis again. Khakis are what Dockers does best, and with the introduction of new fits, styles and finishes, we believe we will appeal to the modern man.”
The brand's new “Wear the Pants” global ad campaign celebrates the reemergence of the khaki as the go-to versatile pant in a man's wardrobe. The tongue in cheek campaign encourages men to, once again, Wear the Pants. “The intent of the campaign is to put forth a new definition of masculinity, one that embraces strength and sensitivity and appeals to men who can change a tire AND a diaper,” said Jennifer Sey, Global VP of Marketing. “We're not trying to shame men. We want to make them laugh at themselves and at the state of manhood. And, at the same time, encourage them to dress up, man-up and embody today's new definition of masculinity.”
The campaign gives the brand a clever and witty voice, providing men with reassurance and a bit of inspiration with bold encouragements including KHAKI DIEM, MANSFORMATION, and MANTHROPOMORPHISM.
The campaign will be fully integrated, with print, billboard, radio, social media, events and digital ads rolling out in December 2009, and the television spot will debut during Super Bowl XLIV on February 7, 2010 – the first time Dockers has featured an ad on this broadcast since 2002. The Wear the Pants™ campaign, created by DraftFCB in San Francisco, will run in over 40 countries around the world where the Dockers brand is sold.
Dockers' new line of casual soft khakis, available in nine colors, are now available at chain and department stores. The brand will also begin to roll out a range of even more stylish options including thinner-weight cottons, patterned pants, cutoff shorts and streamlined cargo pants in the coming months. The K-1, an archival reproduction of a 1940s officer pant inspired by the company's heritage, will take the brand's offerings into a new and more upscale environment such as boutique and specialty stores in the spring. The K1 already has a dedicated following in Europe since being presented in influential stores including Collette in Paris and Nitty Gritty in Stockholm.
Dockers will continue to offer its khakis range for women, along with women's and men's tops and other essentials that complement khakis.
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