Challenge: Lee Jeans and Toth Brand Imaging were developing new print advertising for the Lee Rider brand and wanted input regarding the effectiveness of the new concepts prior to launch.

Objective: To obtain the target market’s reactions to new creative concepts.

Solution: Plan-it conducted focus groups among the Lee Rider Jeans target audience to understand the overall brand image conveyed by the concepts and, specifically, reactions to potential models under consideration for the ads, including which models they related to most and which most effectively motivated jean purchasers to consider the brand.

Result: Based on feedback and insights, recommendations were made to fine-tune the concepts, including which models best fit with the target’s image of the brand, were most approachable/relatable, and most motivating in driving consideration of the brand.