Home / Knowledge / News / Textiles / 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

Pic: Shutterstock

Textiles | On 13th May 2021

UK GDP contracted 1.5% in Q1: ONS

The gross domestic product (GDP) of UK is estimated to have...

Pic: Shutterstock

Apparel/Garments | On 13th May 2021

Vietnamese garment manufacturers must boost production: Report

Garment manufacturers in Vietnam need to boost their production...

Pic: The Resilience Fund for Women in Global Value Chains

Apparel/Garments | On 13th May 2021

New fund launched to support women in global value chains

A first-of-its-kind collaborative funding initiative, The Resilience...

Interviews View All

Textile Industry, Head honchos

Textile Industry
Head honchos

Consumer sentiment will be conservative after lockdown

Textile Industry, Head honchos

Textile Industry
Head honchos

Blockchains will be in heavy use by early adopters by 2025

India-EU Summit, Representatives

India-EU Summit
Representatives

India-EU FTA will provide EU with better access to a huge & rapidly...

Nick Isles,

Nick Isles

The Condé Nast College of Fashion & Design or CNC as it is known as,...

Dr. Vijaya Kumar,

Dr. Vijaya Kumar

Dr MM Kariappa founded the Vogue Institute of Art & Design in 1996....

Emmi Berlin,

Emmi Berlin

With the support of the first investors - Finland's Technical Research...

Asif Rahman, MIP

Asif Rahman
MIP

MIP is a manufacturer and distributor of high-performance textiles and...

Sameer Sonkusale & Rachel Owyeung, Tufts University

Sameer Sonkusale & Rachel Owyeung
Tufts University

A team at the Tufts University in Massachusetts was recently in news for...

Frank Heislitz, Freudenberg

Frank Heislitz
Freudenberg

Freudenberg Performance Materials is a leading global manufacturer of...

Ramya Rao & Kavea R Chavali, Kalaneca

Ramya Rao & Kavea R Chavali
Kalaneca

<div>The journey of Kalaneca (kala-Art, Neca- Nikaah) formally began in...

Sarah Denise Cordery, Sarah Denise Studio

Sarah Denise Cordery
Sarah Denise Studio

Manchester, England-based Sarah Denise Studio provides relevant fashion...

Aprajita Toor, Aprajita Toor

Aprajita Toor
Aprajita Toor

The creations by Aprajita Toor were born out of a deep desire to create...

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

Leave your Comments


May 2021

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


Advanced Search