Wrangler Positions Itself as the Brand for the Great Outdoors in European Campaign

Brand Is Moving on From Its Cowboy Heritage

Published On
Sep 21, 2015

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Wrangler's new pan-European campaign kicked off earlier this month with Wrangler v Wrongler, an outdoor campaign that invited people to choose authenticity, outdoorsiness and nature over something inauthentic, (like a wild wolf over a wolfskin rug). Now, the brand confirms it's positioning itself squarely as a brand for the great outdoors, with a new TV spot and brand platform titled "Born Ready."

In the ad, by agency We Are Pi and produced in collaboration with MediaMonks Films, we see a group of people at a wilderness BBQ, with all the elements to make it hip including a "beardy guy with fish," cocktails and musical instruments. We might foresee disaster as the knowing voice of the narrator reminds us that nature, in the form of a rainstorm, can always surprise you -- but, fortunately, these hipsters are prepared due to Wrangler's Rain Ready and Cold Ready products.

The theme of the campaign will translate into branded content, in particular a collaboration with traveler and adventurer Alastair Humphreys. It will include interactive online maps featuring guides to adventures in and around London, Manchester and Edinburgh in the U.K., plus key cities in Germany and Poland. Users can refine their search to match the type of adventure they prefer, and Wrangler will be encouraging users to upload their own "Born Ready" adventures to the online map with the chance to win prizes.

In a statement, We Are Pi head of srategy Jessica Perri said: "In the mind of consumers, Wrangler were more associated with their cowboy heritage. Meanwhile their new products feature the most cutting edge innovation in the category so we needed to heal the rift between heritage and future and give the brand a clear role in customer's lives again. The Born Ready campaign answers that call."