Clothing brand Caterpillar is to launch a 7.5m pan-European brand push in 1999 to coincide with the launch of its first womenswear collection.
The 30-country campaign is being masterminded by Caterpillar creative director Shubhankar Ray, who previously worked for Levi’s.
Ray says: “We aim to use branding to create a dialogue with younger, fashion-oriented consumers through relevant media.
“In the past five years people have begun to consume the ideas behind the brand and the product is only part of the message.”
The campaign will run in the style press, including The Face, iD and Blend. It will also use posters and promotional material in bars and clubs.
The launch of a dedicated womenswear collection will feature two executions, running in newspapers and magazines, but will also be integrated in the main branding campaign.