The All-weather Moc, the best-selling shoe ever for Lands’ End, is the superstar of a multimillion-dollar DRTV, print and catalog campaign.
The footgear is featured on the cover of the firm’s September 2002 catalog, in the mouth of a puppy. It also appeared in 30-second DRTV spots running for four weeks from Aug. 12 to Sept. 6, many weeks longer than the typical 10-day run for other Lands’ End TV ads. It was blown up to fit the entire half-page, horizontal spreads appearing in 25 print magazines and last month was prominently placed on the company’s home page at www.landsend.com.
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