North Face 2006 Annual Report Download - page 25

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branding
B
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WRANGLER EUROPE
The spirit of the Wrangler ® brand and the outlaw adventure of the
American Wild West are vividly brought to life in Europe by the
Wrangler ® “Wanted” campaign, now the longest-running European
campaign in the history of the brand. Playing off of the double
meaning of the word “wanted,” the marketing program evokes the
Wrangler ® brand’s authentic Western roots while simultaneously
appealing to the yearning of today’s youth to live on the edge.
Featuring eye-catching contemporary photographs, “Wanted”
has been rolled out in 22 European countries through traditional
and nontraditional media and will be followed in 2007 with more
maximum-impact events. Market research has shown that the
campaign has enhanced the perception of the Wrangler ® brand
among 25- to 35-year-olds, which, in turn, has spurred brand sales.
For a whole new generation of consumers, the Wrangler ® brand
has extended its reputation beyond rugged functionality to a
fashion look that is both sexy and daring.
 SUMMARY ANNUALREPORT 2006