Scruffs Hard Wear

Adam Fothergill

The paper shows how a unique and somewhat controversial advertising idea lead to a communications to launch a new workwear brand to an audience of young males working in the construction industry.
Agency: Cheetham Bell JWTAuthors: Adam Fothergill

Scruffs Hard Wear

INTRODUCTION

This paper shows how a unique and somewhat controversial advertising idea lead to a communications strategy that sparked consumer interest, building both brand and category awareness.

It demonstrates how the Scuffs brand was successfully launched to an audience of young males working in the construction industry by giving them exactly what they want in a tone of voice they can relate to.

THE MARKETING PROBLEM

Background

Trading under the corporate name of Birchwood Products, the Scruffs brand is only one of an impressive range of industrial brands,...

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