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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.”


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