"It's speaking to a more diverse customer base," Misty Otto, a representative of the company, tells Marketing Daily. "It's conveying the fact that the people who wear [Dickies] use them in all parts of their life."
The new effort -- which includes broadcast, print, online and point-of-sale executions -- shows different real-life people wearing the clothing, accompanied with their philosophies of life. One print ad depicts stunt motorcycle rider Ryan Suchanek (who has a prosthetic leg) and the quote: "Just because you have an injury doesn't mean you should give up your outlook on life." Another shows an oil refinery worker (and motorcycle enthusiast) Frank D'Amato and the line: "I take care of my family, my co-workers and my bikes. The small stuff can take care of itself."
The campaign's new tagline, "Wear With Purpose," replaces the previous "Legend in Work," which had been the company's line for more than a decade. The new line addresses a broader audience than just those who might wear Dickies clothing for work only and adds an air of authenticity to the campaign, Otto says.
"We're trying to hit different areas," she says. "It's really speaking to the authenticity of the clothing and the fact that people can wear them all over."