Building a brand while making the register ring—it’s every CMO’s dream. Sadly, it’s not a reality for most, as the ads they make and run fall into either the direct marketing (or drive-to-retail) camp or the brand camp.
Duluth Trading Company rises above the din of ad noise with its long-running animated ad campaign that perfectly illustrates the classic Feature/Benefit structure. This work from Planet in Madison, WI is as straightforward as it gets. It’s also highly irreverent and funny, therefore imminently watchable.
Normally, I’d hear a term like “Limberjack” and think it’s hokey. In this context, it makes sense to go there.
Given how long it’s been since you hugged anyone, this next commercial might help reintroduce you to the concept.
The clothes under your clothes have to be soft, or you will go through the day chafed. A man who is chafed is a man not at his best. Be at your best Mr. Man—wrap your package and your behind in Dang Soft Underwear.
Duluth Takes A Different Route to Reach Women
It’s hard to think of a more manly campaign than the above. But what about shoppers who don’t relate? Duluth makes clothes for women. To market these clothes, a different advertising approach is needed.
Note how women in the spot above are all incredibly industrious. The common thread is blue-collar. Duluth Trading isn’t for pansies. It’s not for people who are easily offended. Duluth is for people who sweat on the job, for people who make things and fix things.
Two Jobs on This Planet (Go Get ’em)
Planet is now hiring a Senior Art Director and a Group Creative Director, according to their website.
For what it’s worth, I’ve been to Madison several times. It’s one of the nation’s great small cities.