Casual clothing retailer Thriftys has launched a major national ad campaign to get people into its jeans.
The campaign, which uses the tag line ‘Which pair will fit you perfectly?’ plays up the comfort, fit and affordability of Thriftys private label Bluenotes jeans.
Different ads in the series target a variety of customers. This is done, according to Thriftys aor, Vaughn Whelan & Partners, because men and women have different buying patterns when it comes to clothes.
‘Men don’t like to shop and compare – whereas women do compare prices and tend to buy a style that suits them, not caring about the label as much,’ says Vaughn Whelan, president of the Toronto-based agency.
To target young men, Thriftys has created basic 30- and 60- second tv spots which consist of a man experiencing a strange Twin Peaks-like dream. The spots start the same – a man entering a twisted Thriftys to try on a pair of Bluenotes, but the final scene of the dream changes, resulting in a total of 20 spots.
The spots begin running Sept. 8 on tsn and MuchMusic, with other broadcasters still to be determined.
Radio commercials with the same dream sequence idea began running Aug. 25. And an interior transit campaign, targeted to women, features a four-part series of long-copy format ads entitled: ‘Butt Story.’ The ads point out the folly of spending upwards of $100 for a pair of jeans and emphasize that comfort and fit, not a designer label, should be the key factor in choosing what to wear.
In one ad, ‘Because all butts are not created equal,’ Thriftys says it has such a wide selection of jeans that it’s possible to dress any size buttock across the country.
Another reads: ‘The label on the jeans is the ad. Your butt is the billboard. The difference is, you’re paying them to rent space that you already own.’
The campaign wraps up just before Christmas.
According to Whelan, the campaign is especially large because the retailer has to compete with big international brands such as Levi’s, Calvin Klein and Diesel.
Additionally, for the back-to-school season, Thriftys is currently running a national radio campaign themed ‘Psycoology 101, The Coolest Back To School Sale Ever.’
