Objective:

To create a dialogue with and among consumers that raises awareness of the new Haggar clothing line, and makes Haggar top-of-mine for boomer men. Also, to propel Haggar to be the “product superiority” brand.

Target Audience:

American Men, 35-55 years old, with an income of $75,000+

How Magazines Were Used:

The magazine campaign launched with five print executions that rotated throughout a core group of magazines while featuring Haggar’s core products and corresponding attributes. A total of 17 magazines targeted the boomer man were used in the media plan, including men’s and sports titles. This medium enabled Haggar to engage with the consumer and communicate through long copy the story of the products and their superior quality.

Results:

Traffic and interest in Haggar.com increased significantly with approximately 5,000 hits per day after the launch (previous hits were around the 200-300 mark). Consumers also sent positive correspondence to Haggar that the brand speaks to them.

Industry Awards:

Other Recognition:

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