Wrangler rides its western heritage in new campaign

There are few things more Americana than a pair of blue jeans.

And no jeans more fit for a cowboy than Wrangler.

The brand, founded in 1947 in Greensboro, North Carolina, is an American Classic. It's recognised by virtually every adult in the US.

And in recent years, Wrangler has been riding its western heritage into popular culture.

We didn’t see a $7 million commercial from the iconic denim merchant at the Super Bowl this February. But, you best believe they were present.

Wranglers appeared in the form of the classic Cowboy Cut Jeans worn by the rapper-turned-country-star Post Malone as he sang 'America the Beautiful' before kickoff.

It seems clever cultural impact is at the core of the brand’s marketing strategy. They've sponsored artists in the country music space, like Lainey Wilson, Jon Pardi and George Strait. The brand has collaborated with iconic forces in popular culture such as Barbie, 'twisters' and Buffalo Trace Bourbon – building positive momentum for the brand's image.

As a result, Wrangler has seen global revenue increase 1% year-over-year last quarter.

Keeping the momentum going, Wrangler will launch its first new global advertising campaign since 2021.

'Good Mornings Make for Better Days,' was crafted by Wrangler's in-house marketing and creative teams. The campaign will run across streaming video, social media, audio and TV.

The 30-second spot takes place in a dusty diner filled with customers and employees fitted out in some fire vintage Wrangler. They're sitting around, eating breakfast while the jukebox plays 'Jeans On.'

When the jukebox starts skipping, a man with a very fine behind, in a cowboy hat and boots, gives it a line-dance kick to set it right. Then, he jumps in his pick-up and drives away.

The new campaign has Wrangler's rich western heritage written all over it.

John Meagher, VP of Global Brand Marketing explains how it embodies the brand's values around hard work, optimism, courage, and taking on the day.

'Good Mornings Make for Better Days' began airing on broadcast TV on September 15th during the Sunday night football game between the Chicago Bear and Houston Texans. It will also run during an array of NFL and college football games and, fittingly, during the final season of Yellowstone.

The brand is also a sponsor of the Dallas Cowboys – go figure.

It's rare to see a brand position itself amongst cultural phenomena so seamlessly. While authenticity is a buzzword for marketers, Wrangler embodies the word. The brand remains forever true to its western roots. This means it can capitalise on trends in fashion, music and sport that just make sense.

'This is a heartfelt homage to the American West, a love letter to its people, and a celebration of the iconic denim it has inspired,' said Jake Scott, who has directed feature films and music videos for artists including REM, Radiohead and Tori Amos. 'Wrangler has been a constant staple of my wardrobe over the years.

It’s a part of that spirit of confidence and independence for me, so I see these characters in myself.'

-Sophie, Writer