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NEW DELHI: Pepe Jeans London, the leading denim and casual wear brand, has unveiled an exciting spring/summer 2010 range. To market and build consumer interest in the collection across the world, the apparel brand has rolled out an innovative outdoor campaign featuring Alexa Chung, the English TV presenter and brand ambassador of Pepe Jeans Limited. Notably, the campaign in India has been synchronised with the brand’s global campaign.
The brand has vested the outdoor execution duties in India with MOMS, the OOH specialist arm of Madison World. The month-long outdoor campaign which began on April 17 is currently running in Mumbai, Kolkata, Bangalore, Hyderabad, Pune, Jaipur and Kochi.
“The campaign has been executed to create brand awareness and recall with the launch of our spring/summer collection. We have used high traffic sites and areas in the vicinity of shopping malls to target the youth from SEC A+ and A in the 18-24 age group,” said a Pepe Jeans (India) spokesperson.
As an innovation, MOMS has used the image of the brand ambassador on elevated frames with neon lighting to create a halo effect around the display. In some areas, mobile vans with display of larger-than-life cut-out of Alexa Chung and logo on front-lit hoardings have been deployed to build visibility and impact for the brand.
 Talking about the client brief for the campaign, Yusuf Merchant, DGM, media investments, MOMS said, “Considering the existing upmarket brand image of Pepe Jeans, we have used premium sites. The client wanted to create high visibility to boost sales of the summer collection. Thus, we have used large formats like hoardings and unipoles to create high impact in high traffic areas.”
Merchant said that innovation has been used as a clutter-breaker. “Levis is also present in the same clutter. Therefore, the innovation was meant to break out of the clutter by creating a halo effect on the Pepe Jeans hoarding by highlighting Alexa Chung without disturbing the logo of the brand which stands out below the frame,” he added.
Pertinent to note that Pepe Jeans London is one of the fastest growing jeanswear labels in Europe. The brand has presence in more than 80 countries across the world. Pepe Jeans (India), launched in 1989, enjoys a 25 percent market share in the Indian markets. Pepe Jeans merchandise is available at 150 stand-alone stores across the country, over 50 large format store locations, and 1,000 multibrand premium outlets.
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