Dockers, the khaki pants brand, is modernizing its image with a global campaign that calls for men to “Wear the Pants.”
The new approach is focused on the creation and updating of a masculine collection of khakis that comes in a variety of styles, colors and fit.
“The category is in decline for a reason,” said Jim Calhoun, president of the Dockers brand. “Khaki brands have been stuck in the 20th century with little in the way of new product news for the last 10 to 15 years. We are going to change that.”
The campaign will be fully integrated, with print, billboard, radio, social media, events and digital ads that rolled out this month. A TV spot will debut during Super Bowl XLIV on Feb. 7—the first time Dockers has featured an ad on this broadcast since 2002.
The campaign, created by DraftFCB in San Francisco, will run in more than 40 countries where the Dockers brand is sold.
Network
