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Bootlegger

Through a series of focus groups, Rethink discovered older teens felt incredibly negative towards Bootlegger. To reverse this attitude, the campaign focused on teens 17 to 20 with an equal male/female split. The positioning was: "Find your fit." The strategy was based on the fact that Bootlegger offers a wider range of styles. Therefore, the Bootlegger shopper can create a unique look based on mixing and matching.

The first part of the campaign was a targeted, back-to-school TV campaign aimed to coincide with the Olympics. The total media and production budget was only $300,000. Research showed Bootlegger shoppers were more likely to be watching MuchMusic. Rethink decided to create an "alternate Olympics," that showed teens literally finding their fit in an obstacle course-type race. The agency created a pool of eight spots with a diverse group of older teens, airing only on Much for four weeks.

The in-store, transit and magazine campaign was intended to last for the entire fall season so it didn't tie into the Olympics theme.

Sales for the first two weeks exceeded budget. A survey of over 3,000 Bootlegger shoppers was also encouraging: the campaign achieved a 31% unaided recall of the spots; 26.1% unaided recall of the magazine ads; and 6.2% unaided recall of transit shelters (which only ran in four markets). Meanwhile, 6.9% of first-time customers said they came to the store solely because of ads they'd seen and 5.3% said it was specifically due to TV ads.

TELEVISION

Lawn Male	Stair Male
Warehouse Female

PRINT

Autumn	Band Names
Florida	Jeans