Tilley Endurables has launched a humorous national newspaper campaign that aims to reshape perceptions of the brand, reach younger customers and introduce new products.
While Tilley is known for its hats, the travel and leisurewear company also sells a line of travel clothing and accessories.
“We need to challenge the current brand perception of Tilley being only hats or only for people on safari,” said Jeff Harrison, a partner at Rethink and art director on the campaign. “We want to create brand messaging that demonstrates the rich history of the brand while giving it a fresh, humorous tone.”
Vancouver’s Rethink won the account last August and has designed more than 30 print executions.
The typical Tilley customer is over 50, said Harrison, while the campaign targets the slightly younger 40+ demographic.
Harrison also said some of the ads are meant to spoof newspapers and are designed to be a modern take on traditional travel ads. Headlines include: “The Newsboy Cap. Remember newsboys? Remember Newspapers?” and “Trotting the globe? Trotting to work? Is trotting a Word?” to introduce new products such as the military hat, ponte sweater and intrepid bag.
The ads were created in black and white to play off the vintage feel, Harrison said.
