Objective:

Dockers wanted to reposition itself as a lifestyle brand while broadening its reach to women.

Target Audience:

How Magazines Were Used:

• Eight-page advertorial in FHM, including Q&As with the 18 contestants from the TV show, The Apprentice, which was supported with a customized interactive three-page microsite on FHMUS.com/Dockers and promoted on FHMUS.com via customized ROS units. The advertorial was highlighted on three separate email newsletters sent to FHMUS.com’s registered users; in-store displays were also used in 800 Dockers retail stores nationwide.

• Results:

• FHM’s circulation went from 1.25 million readers to 1.29 million in the first half of the year, plus the April 2005 issue that carried the “Dockers Get the Goods on the Cast of The Apprentice” advertorial sold 400,643 at the newsstand.
• Significant onl

Industry Awards:

• Winner of min’s Integrated Marketing Award for Special Advertorial Section 

Other Recognition:

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