Since the launch of its very first jeans, Wrangler has transmitted the virus of jeans addiction to people all over the world. The13MWZ style, introduced in 1947, is still available worldwide. In addition to this, Wrangler has introduced several other lines that are more designated towards specific groups or demographics.
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Through this brand expansion Wrangler explored new markets and started to introduce its brand to other target groups, apart from rodeo and western wear. However, Wrangler always stays true to its heritage and builds its advertising campaigns upon its american roots while giving them a modern and powerful expression. In 2000, for example, Wrangler launched a TV ad campaign called "Whatever you ride", focusing on core brand values: "Riding is what Wrangler jeans were designed for, and the only thing that has changed since then are the things that we ride!" In 2002, Wrangler launched the TV and ad campaign “There’s a bit of the West in all of us”, staying true to Wrangler’s unique heritage while shifting it to a modern European setting.
Since 2008 Wrangler has built a new strategic and creative platform under the headline of "We Are Animals". Wrangler claims that:
In today’s society, our animal instincts are suppressed by daily modern life, city-living and constant technological developments. Man is an animal, but he no longer acknowledge it. How do we re-awaken our bottled-up instincts to encourage and engage with who and what we fundamentally are ………..by putting all that is pure, natural and instinctive back into man……..because We Are Animals.
The most recent campaign "Stunt" executes the We Are Animals-idea in the form of stunt videos and has been critically discussed all over the media. But have a look yourself, and see if Wranglers newest campaign can transmit the virus...
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