Are you ready?

US – Wrangler Jeans is hanging up the cowboy hat and telling it like it is in its Born Ready campaign.

• Born Ready focuses on why Wrangler products are perfect in any situation, from everyday life in the city to a camping trip in the woods
• The new platform shows visitors where their nearest outdoor adventure awaits

Typically associated with cowboys and ranchers, the hardy denim brand is re-inventing itself with its Born Ready campaign, which focuses on the suitability of its products in any situation. In a video ad, a voiceover adopts a mock-sarcastic tone to lament the way we adventure nowadays – a couple of miles outside the city with camping cocktails and an obligatory guitar. It reminds us that nature is unpredictable and Wrangler will leave you feeling ready.

‘What we’ve found from research is that consumers associate Wrangler with where we come from, but are not aware of how we are relevant to them today, which is why Born Ready was launched,’ Ilaria Pasquinelli, European marketing manager at Wrangler, told The Drum. 

The platform uses location tracking to find nearby hiking or cycling routes that can be discovered at the drop of a hat.

The Big Picture: Brands are moving away from notions of heritage and embracing future legacy as part of a shift towards Anti-authenticity Marketing. For more, look out for our macrotrend next week.