The marketer, sticking with the brand's "Nice pants" theme, will run spreads for Dockers khakis for men and women in June, September, October and November issues of Esquire, GQ, Men's Health, Men's Journal, P.O.V. and Vanity Fair. In May, the same magazines carried an eight-page Dockers insert.
Also, a page ad will appear in The New York Times Magazine each Sunday in September.
OUTDOOR, TRANSIT ADS, TOO
At the same time, Dockers plans outdoor boards and transit ads in Atlanta, Boston, Chicago, Dallas, Detroit, Houston, Los Angeles, Minneapolis, New York, Philadelphia, St. Louis and San Francisco.
The May insert featured a cover showing an extreme close-up of khaki fabric, with inside pages showing scenes of a teacher talking with students, a man on a bicycle and a boy with a dog, each with a different type of pants-shorts, or pleated, classic fit or loose fit pants.
The insert offered a free booklet titled "Answers," available via a toll-free number, that attempts to supply information to men on dating, careers and travel.
Plans are in the works for new editions of the booklet.
The campaign also launches Dockers' new Premium Collection of Dockers khakis for men and women, which come in an expanded assortment of silhouettes and premium fabrics.
"We wanted consumers to have a close-up view of our product and an exposure to the range of products in the brand," said Heidi Oestrike, director of marketing for the Dockers brand. "Consumers want to see the product. It really perks their interest. It's a call to action for them."
Dockers will continue running TV spots from its current "Nice pants" pool of commercials.
$25 MIL FOR TV ADS
Ms. Oestrike said Dockers will put an unspecified amount of incremental ad dollars behind the print effort while continuing broadcast spending at its 1996 level of close to $25 million, primarily on national and cable TV.
She said the company will be developing a new campaign for 1998, under a new Dockers-dedicated team at agency Foote, Cone & Belding, San Francisco.
"They are creating a tighter A-team that is working on everything from posters to bus shelters to Dockers.com," she said.