Wrangler is doubling down on its Western roots with the launch of its first global advertising campaign since 2021, reinforcing the brand’s authenticity and connection to American heritage. Known for its iconic denim, Wrangler has built momentum in recent years through cultural touchpoints, from Post Malone wearing its jeans at Super Bowl LVIII to collaborations with names like Lil Nas X and Buffalo Trace bourbon. Now, the brand is ready to kick off the NFL season and expand its reach with a new campaign titled “Good Mornings Make for Better Days.”
A Return to TV and Streaming
Crafted by Wrangler’s in-house marketing and creative teams, with support from Ridley Scott Associates, the new campaign will run across streaming video, social media, audio, and national broadcast TV. This marks Wrangler’s return to national broadcast television with a major push during NFL and college football games. The ad will make its debut during Sunday Night Football on September 15, featuring the matchup between the Chicago Bears and the Houston Texans.
The 30-second hero ad depicts customers and employees dressed in vintage and seasonal Wrangler gear, starting their day with breakfast at an old-school diner. When a jukebox malfunctions, a man in boots and a cowboy hat delivers a line-dance kick, fixing the machine before riding off in a pickup truck to the tune of “Jeans On,” a 1970s hit. This scene encapsulates Wrangler’s values of hard work, optimism, and resilience — the pillars of its Western heritage.
Focusing on Authentic Cultural Connections
“Wrangler has always been there for hard-working men and women who get up and do whatever they need to do, and do it with confidence,” said John Meagher, Vice President of Global Brand Marketing. By focusing on the enduring qualities of the brand, Wrangler is looking to connect with a broad audience, especially during a time when Western aesthetics are enjoying renewed popularity.
Wrangler’s return to national broadcast TV is part of a larger strategy to engage key consumer bases, particularly through sports and music. Meagher emphasized how live sports, especially the NFL, offer broad-based awareness akin to the reach cable and network TV once provided. The campaign will also capitalize on Wrangler’s sponsorship of the Dallas Cowboys and a series of NIL partnerships with college athletes, tapping into the passions of Wrangler’s predominantly male audience.
Music: A Long-Standing Cultural Anchor
In addition to sports, Wrangler continues to leverage its deep ties with country music. The brand has partnered with legends like George Strait and rising stars like Cody Johnson and Lainey Wilson, a move that resonates with its core consumers while also introducing the brand to new audiences. Music festivals and other activations ensure Wrangler remains a relevant force in the music scene.
“Country music is still very much at the front and center of how we activate,” Meagher said, noting that partnerships with artists will continue to play a critical role in their marketing efforts moving forward.
Authenticity as a Key to Success
For Wrangler, authenticity is the cornerstone of its brand strategy. Whether it’s teaming up with musicians or launching new collaborations, the company strives to stay true to its Western heritage. This commitment has allowed Wrangler to ride the wave of popular trends without feeling forced or out of place.
“Even when we do collaborations, we always want to ensure there is a level of authenticity,” Meagher added. “We’re not trying to be someone we’re not.”
Wrangler’s ability to stay true to its roots while evolving its marketing approach has put it in a prime position to capitalize on the continued rise of Western fashion and culture. The launch of its global campaign, combined with its partnerships in sports and music, is designed to keep the momentum rolling well into 2024.
For more information on Wrangler’s campaign, check out the full details on Marketing Dive.