The deal positions campaigns for client Wrangler across AOL Time Warner properties including Sports Illustrated, People Magazine, American Online, eBay AOL, TBS Superstation, TNT and the WB Network.
"The deal took us six to eight weeks to do," said Bill Miller, CIA's director of national broadcast. "Historically, Wrangler has used many properties under the AOL Time Warner umbrella. We wanted to work with their cross-platform sales team and see what we could do with a modest budget."
The agreement, for Wrangler's Hero brand, is worth approximately $5 million. The TV portion of Hero's "As Real As Wrangler" campaign will start this week. Print begins in August.
According to Taylor Nelson Sofres' CMR, Wrangler spent approximately $18,000 on measured media for all of its jeans brands last year.
Under the agreement, Sports Illustrated ads will profile "Real American Families of Sports"; TNT will run Wrangler-sponsored "vignettes" during Winston Cup races featuring "American Families of NASCAR"; and Wrangler Hero will sponsor an online auction on AOL and eBay. The brand will also be placed in TBS Superstation programs such as "Dinner and a Movie" and "Man Made Movie." The hosts for these programs will wear Wrangler Hero products when a Wrangler-sponsored movie is shown.
"With this deal we are looking to reach middle America and families," Mr. Miller said.
Wrangler is owned by VF Jeanswear, Limited Partnership, a division of VF Corp., an apparel company whose principal brands include Lee, Wrangler, Riders, Rustler, Chic, Gitano and North Face. CIA also handles Riders and Wrangler Western brands. -- Richard Linnett
Copyright July 2001, Crain Communications Inc.