Advertiser: Haggar Accouterment Co.
Agency: GSD&M, Austin, Texas
Challenge: It is twofold: Launch a new band of men’s khakis and argue consumers that Haggar makes a clothing.
The Ad: A hepcat from the 1930s cutting Haggar Black Label slacks makes a burst at a a beat ball club, area he’s admired by adorable women. One of the beauties says she’d like to buy the 1930s guy a drink. (Hmmm . . . Johnnie Walker?) The guy appears in black-and-white in the contrarily blush television ad, which uses the slogan, “Cool comes around.”
Comment: Haggar wants to actualize a beautiful angel for its pants, beheld by consumers as anatomic and a bit stodgy. In this commercial, it is leveraging its ancestry to affirmation a abode in a culture. As the No. 2 maker of khakis for men, with 20% of the market, Haggar has a continued way to go afore it catches up to Levi Strauss’ Dockers, which annual for 43% of biscuit sales. And it needs to actuate consumers who appearance Haggar as a downscale cast to pay $46 for the Black Label khakis. The blatant bartering should help. (Though Haggar gets a bankrupt for application beat dancing on the heels of a well-received Gap ad.) As for the name of its accouterment line, Haggar says a adviser came up with Black Label and it has no affiliation to the scotch. $$$
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