Wrangler seeks younger image

Wrangler Jeans is trying to reposition itself as a younger, more contemporary clothing brand, and has appointed Dutch agency BSUR to handle its European advertising account.

BSUR pitched against four agencies, including Leagas Delaney and Fallon, which has worked on Wrangler owner VF Northern Europe’s other denim brand, Lee Jeans. The pitch was overseen by Agency Assessments International. Wrangler spent &£1.7m on advertising in the UK last year.

Wrangler brand director for Europe Mark Cuthbert says he is working with the agency to develop a campaign that will be brand-led but will also focus on its products. The spring/summer 2004 range includes a number of new designs aimed at attracting consumers in their mid-20s and early 30s. The first burst of advertising to support the range will break in the spring.

The Wrangler account had been handled by Abbott Mead Vickers.BBDO for six years, but the agency resigned the business in August, citing creative difficulties. Its last campaign for the brand was a spoof of Western films, using the strapline “There’s a little bit of the West in all of us”. It is not known whether BSUR will continue to use this theme

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