Montreal-based Reitmans has launched a new campaign centred on love to promote its new denim collection.
The #DenimLoveStories campaign is a collaboration between Reitmans’ internal creative team and Montreal-based Marketel’s marketing-to-women division MarketELLE, which launched last year. The idea is once you find the perfect pair of jeans, you don’t want to let them go.
In an online video, an amorous man and woman peel their clothes off, but the woman stops short of taking her jeans off. A super reads: “Jeans you’ll never want to take off” and the closing shot shows the couple in bed, with the woman still in her jeans.
“Women have a love-hate relationship with jeans,” said Jo-Ann Munro, creative director at MarketELLE, explaining that many women hate trying on jeans.
“Once you get over that hurdle of hating to buy them, you fall in love with them and they become a go-to piece,” she added. “That was a really fun insight and the real truth about jeans. That, married with [Reitmans’] brand DNA of being so well known for fit and fitting all kinds of women, is really empowering.”
The campaign also includes store window displays, digital media and social media. A Facebook contest, #DenimLoveStories, invites women to snap a pic of the jeans they love and upload it with a caption about why they love them. The winner will win an inclusive trip for two to a five star resort in Mexico, courtesy of Transat Holidays.
Digital ads promote specific styles in the new collection including skinny, boyfriend, legging and bootcut. Each tells a story that’s nuanced with insights about relationships, for example, “Your mom was right. ‘When you know, you know.’ Slip into these bad boys and never look back.”
“It’s trying to create a brand story around Reitmans’ denim line,” said Munro. “Our positioning is there’s someone for everybody and there’s a pair [of jeans] for everybody, and once you get that pair, you fall in love with them.”
Reitmans’ expanded denim collection has 20 new styles, washes, cuts and colours, from petite to plus size. “[Reitmans] typically wasn’t the go-to place for jeans,” said Munro. “So adding a whole new offering is big news for them.”
Media buying for the campaign was handled by OMD.
