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| Develop a unique guerrilla-marketing program around Nautica's new line of True Khakis that would create awareness and drive traffic into participating retailers. |
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Males aged 25-45, with a key target of khaki-wearers and department-store shoppers.
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To introduce Nautica's new line of True Khakis, we created the Fashion Coast Guard. The Fashion Coast Guard's mission was to rescue consumers who have made bad pants decisions. Pants that were too baggy or too tight, and pants featuring unfortunate cuffs or pleats, were all reasons to yell "MAN OVERBOARD!" and throw out a fashion life preserver. The Fashion Coast Guard would follow up with a Nautica branded floatie that drove these fashion castaways into Belk's Department Store to try on a pair of True Khakis.
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| The Fashion Coast Guard offered a distinct and memorable way to reach consumers,
educating them in a non-threatening and humorous way about the new Nautica True
Khakis and driving them to retail. While final sales results are not yet in, the Fashion
Cost Guard distributed nearly 29,000 coupons over the course of the program. |
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