Our Work: Keeping up with Dickies
Reaching out to a whole new generation of consumers without turning your back on what got you here can be an unnerving and challenging task. But from advertising to packaging, Dickies is revamping the way they reach new consumers and asking them to “Wear with Purpose.”
But brands the size of Dickies don’t turn on a dime, nor should they. Dickies achieved significant loyalty amongst their core consumers by remaining authentic, loyal and standing behind every item of clothing they produce (did you know that Dickies offers a lifetime guarantee on every garment they make??).
To make sure that Dickies remained true to their core consumer while acknowledging a new demographic of brand enthusiast, Dickies challenged Switch with retro-fitting their existing 38’ trailer to create a unique and engaging experience for both consumer targets.
Having been Dickies mobile event marketing partner for the last three years, this was a significant shift in strategy and meant throwing away the playbook. Working closely with Dickies, we identified key consumer touch points and trends that would become focal points for our experience designers, project managers and logistical experts.
The result? The Dickies Ink’d Tour. A diverse and modular experience, the new trailer features three video game stations that alternate titles based on the type of event. And of course, there’s the Dickies Ink’d Studio, where consumers get customized air-brushed tattoos while gawking at signed gear from Chris Rock, Snoop Dog , Carey Hart and other celebs that rock their Dickies. Outside, consumers waiting to play video games or score a tat get free pics on our green screen or challenge friends in the Jean Bag Toss.
The tour kicked off at a NASCAR event, then headed west for Coachella and Stagecoach music festivals. Since then, Dickies has hit retailers and military bases from coast to coast while making stops at the Vans Warped Tour, Wakarusa, All Good and the Dew Tour. And we’re not done…before the year’s out we’ll be setting up shop at the Virgin Free Fest, Telluride Blues & Brews, the Texas State Fair and of course, the Dickies 500.