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One Company, Two Images: The Striking Distinction between the American and European Brand Identity of the Same Product

By Dustin Rowles | Think Pieces | April 4, 2012 | Comments ()


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Wrangler Jeans, maybe the least hip jean company in America -- the one most associate with Brett Favre and now, Brett Favre's penis -- is apparently a very different brand over in Europe, where they have been running a "We Are Animals" campaign for years. None of the print ads below will be new to our European readers, but I stumbled across them today and I was floored. Not just with the distinctly different image the jeans have in two different continents, but in the striking nature of the ad campaign. I don't often wow over photography, but these are impressive print ads, compelling, and cool. It's a neat contrast, too, to see jeans that are associated with a hard working, everyman blue collar demo here in the United States, and a completely different identity in Europe: A hip, edgy consumer.

Here's a fascinating glimpse at various iterations of the European campaign.

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Conversely, these are the print ads for the American Wrangler jeans. They are associated with auto racing, Americana, country music and football.

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