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

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.

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