Dockers: WHISKEY TUBES AND CRATES

Credits & Description:

Category: Promotional Item Design

Advertiser: DOCKERS

Product/Service: DOCKERS ALPHA KHAKIS

Agency: DRAFTFCB

Senior Vice President/Group Creative Director: Julie Scelzo (Draftfcb)

Designer: Ashley Rocha (Draftfcb)

Account Supervisor: Alexis Lovett (Draftfcb)

Account Executive: David Petzold (Draftfcb)

Media placement: Whiskey Tubes & Crates With Alpha Khakis Inside - Mailings Distributed To Dockers.com Customers And Influencial Bloggers - December 1st, 2011



Describe the brief from the client

Create packaging for the launch of Dockers new Alpha khaki that introduces the 1, 5, and 10 year ageing process of these pants, and continues the brands mission of masculinity.



Describe the challenges and key objectives

Support the launch of the Dockers Alpha Khaki with a fresh approach to packaging and provide a telegraphic way to link them to masculinity. Launch the new Dockers Alpha khaki: The first khaki that wears like a jean. The challenge was to get buzz around this new fit, stay relevant to the brands mission of masculinity, while highlighting the 1, 5, and 10-year finishes and ageing process that makes these pants unique.



Describe how you arrived at the final design

To highlight the 3 different pants finishes - 1, 5, and 10 year - we naturally thought of whiskey, another aged product. So we designed a tube for each year's finish, and packed them all into a wooden crate. Then, we surprised 600 of their online customers and influential bloggers with 3 free pairs of Alphas in the 3 different finishes, for this one-of-a-kind packaging.



Give some indication of how successful the outcome was in the market

To generate buzz and excitement in the fashion world, the 3 pant finishes were packaged in individual tubes and placed in a whiskey crate that was delivered to key bloggers and influencers, further driving conversation and interest around Dockers’ new launch.