Bootlegger The task was to put Bootlegger back in the minds of the jean company's original target group: teens. In-store posters focused on the breadth of styles in the store - from low cut, to dirty denim. An external campaign spoke to the broader emotional appeal of "finding your fit" - showing teens as independent thinkers with the ability to make their own choices - just like adults. The campaign won several letters of complaint from moms - just like Rethink was hoping.
Perfect fit
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