Dickies Debuts First Advertising Campaign

Although Dickies will soon celebrate its 90^th birthday, it is making its advertising campaign debut. The producer of classic branded work wear and school uniforms, among other apparel, has announced its first-ever marketing campaign with Goodby, Silverstein & Partners (GSP), an advertising agency and unit of the Omnicom Group.

Titled “874 Versus” and boasting the tagline “Earn Them,” the campaign focuses around brand’s flagship product, the original 874 workpant. “874 Versus” has already debuted as a series of web films on 874.Dickies.com, with additional videos scheduled to roll out over the next two months. The campaign will include marketing through traditional, digital and social media channels, as well as experiential and public relations initiatives. Elements will launch at key times through the end of the year.

In addition to adult versions, the company now offers the 874 for boys in both washed and rigid versions as part of its school uniform collection. It also makes the ladies version of the product, the 774, in a washed treatment version for girls. The brand’s fall 2010 school wear additions are based on the 874 franchise.

Dickies reported that by collecting in-depth insights over the last two years, the company discovered that there is a strong consumer affinity for the brand and a collective desire to form a deeper relationship with it. This convinced company executives that it was time to focus on marketing communications.

According to the company, the campaign addresses brand’s heritage. “The Dickies brand is steeped in pride and authenticity; it’s real and no nonsense,” Tad Uchtman, senior vice president of marketing, merchandising and licensing for Dickies, said in a statement. “For nearly 90 years, we’ve been meeting demands of people who need a good, tough reliable pair of pants to get them through the day. Our consumers are extremely loyal because they know we’ll always be true to our roots […] We challenged Goodby, Silverstein & Partners to create a unique campaign that acknowledges the ethos of our brand and honors the diversity of our consumer base […] GSP has exceeded our expectations.”

“Dickies is a truly iconic American brand. We are thrilled to be working with them,” Rich Silverstein, co-chairman and creative director for Goodby, Silverstein & Partners, said in a statement. “Work wear is very trendy today, but Dickies has bee providing people with the toughest clothes for work for almost 90 years. Our challenge was to find the simplest and most honest way to tell that story.”

For further information, contact Dickies in Fort Worth, Tex. by calling (800) 336-7201.