• by Sarah Mahoney  @mahoney_sarah, October 2, 2008

In an effort to make a big impact on the men in its target audience, Wrangler is rolling out two new spots. The first takes viewers into the backyard of New York Jets quarterback Brett Favre to showcase new styles in its Hero Five Star Premium Denim line. (The Favre pooch even gets a cameo.) And the second, supporting its Wrangler Jeans Co. line, does the same with Nascar legend Dale Earnhardt Jr.

Both ads are set to George Thorogood's "Bad to the Bone," which Wrangler execs say is top-rated for its appeal, awareness and fit with its low-end denim product. The jeans marketer plans to make 5 million consumer impressions over the next six months, with spots running on sports and general-interest programming, including ABC, ESPN, Fox Sports, CMT and Speed.

The company is also making a big push in radio, running the ads on high-rated male programming, including ESPN Radio, Fox Sports Radio and MRN. Supporting print ads appear in top publications, such as Sports Illustrated, Sporting News, Popular Mechanics and People. (Its agency is Toth Brand Imaging, in Boston.)

And the company is also planning sweepstakes and events, enabling winners to meet the athletes.

Wrangler is owned by VF Corp., which also owns such apparel brands at Northface and Vans, as well as other denim brands as Lee and Riders. And while its denim business has been strong overseas, sales of its denim products in the U.S. fell 7% in its most recent quarter.