Laundry starch isn’t generally the stuff of cowboy lore, but Faultless Starch is playing the niche anyway.
The tiny Bon Ami Co. brand hitches up with VF Corp.’s Wrangler jeans to woo rodeo fans at the San Antonio Rodeo Feb. 6-24 with plans to add other Southeast markets later this year.
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| Faultless Starch targets cowboys |
Rodeo sponsor Faultless runs a contest to find the best “Texas Starched Jeans” in the crowd. Contestants are photographed in their extra-long, heavily starched jeans; judges pick five finalists who catwalk the center-ring dirt during intermission. Audience applause picks the winner, who gets a trip to the National Finals Rodeo in Las Vegas in December. All finalists get a $100 Wrangler gift certificate. Spot radio and live remotes support.
The campaign got retailers to pony up display space in 200-plus San Antonio and Ft. Worth stores. The J. Brown Agency, Stamford, CT, handles.
Kansas City, MO-based Bon Ami tested the contest at November’s Texas Stampede rodeo in Dallas. Fully 240 fans entered; Faultless distributed 6,000 coupons.
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