Challenge: The Wrangler brand was trying to evolve and reposition itself in the marketplace, beyond its “cowboy” heritage.

Objective: Evaluate new creative developed by Toth in terms of its relevance, credibility, the perceived image of the Wrangler brand, as well as understand the relevance of key spokespeople, Brett Favre and Dale Earnhardt.

Solution: Small group discussions were conducted with jeans purchasers to understand the competitive landscape, the Wrangler image, and in-depth reactions to alternative Wrangler campaigns and spokespeople. The work was repeated a year later with new creative to help confirm whether the campaign and spokespeople remained relevant and had helped evolve the brand.

Result: Plan-it made recommendations regarding which creative approach should be developed further and suggestions for fine-tuning executions to ensure that perceptions of the Wrangler brand moved beyond the “cowboy” image toward one more relevant to a new generation of buyers.