Dockers Spearheads Khaki Comeback with New Campaign

dockers_wear_the_pants01LOS ANGELES, Dec 3, 2009 / FW/ — During the 1990s, one of the unsung heroes of Dockers is Microsoft founder Bill Gates who was always in khakis that there was a joke in the IT world saying that he only has two pairs of pants – he’s wearing one while the other one is in the wash.

Those days are gone and Dockers khaki went into a decline simply because there were other choices around, beginning with the chinos that became popular at the turn of the century. Now, the makers of Dockers want khaki popularity back!

In a move designed to re-energize khaki and the Dockers brand, the label is returning to its manly roots with a modern approach to all things khaki and an irreverent “Wear the Pants™” global ad campaign.

Dockers® new global approach is focused on creating an updated and decidedly masculine collection of khakis. The new line is straightforward and streamlined, aimed at emancipating men from the “Dilbert-hood” of cubicle khaki.

“The category is in decline for a reason. 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,” said Jim Calhoun, President, Dockers® brand. “Our goal is to make men love their khakis again. Khakis are what Dockers® does best, and with the introduction of new fits, styles and finishes, we believe we will appeal to the modern man.”

Wear_The_Pants_DWA_LockupThe brand’s new “Wear the Pants™” global ad campaign celebrates the reemergence of the khaki as the go-to versatile pant in a man’s wardrobe. The tongue in cheek campaign encourages men to, once again, Wear the Pants™.

“The intent of the campaign is to put forth a new definition of masculinity, one that embraces strength and sensitivity and appeals to men who can change a tire AND a diaper,” said Jennifer Sey, Global VP of Marketing. “We’re not trying to shame men. We want to make them laugh at themselves and at the state of manhood. And, at the same time, encourage them to dress up, man-up and embody today’s new definition of masculinity.”

The campaign gives the brand a clever and witty voice, providing men with reassurance and a bit of inspiration with bold encouragements including KHAKI DIEM, MANSFORMATION, and MANTHROPOMORPHISM.

The campaign will be fully integrated, with print, billboard, radio, social media, events and digital ads rolling out in December 2009, and the television spot will debut during Super Bowl XLIV on February 7, 2010 – the first time Dockers® has featured an ad on this broadcast since 2002. The Wear the Pants™ campaign, created by DraftFCB in San Francisco, will run in over 40 countries around the world where the Dockers® brand is sold.

Dockers’® new line of casual soft khakis, available in nine colors ($30 – $50), are now available at chain and department stores. The brand will also begin to roll out a range of even more stylish options including thinner-weight cottons, patterned pants, cutoff shorts and streamlined cargo pants in the coming months.

The K-1, an archival reproduction of a 1940s officer pant inspired by the company’s heritage, will take the brand’s offerings into a new and more upscale environment such as boutique and specialty stores in the spring. The K1 already has a dedicated following in Europe since being presented in influential stores including Collette in Paris and Nitty Gritty in Stockholm.

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