• Brandweek, Monday, June 11, 2007 10:30 AM

Dockers is putting a huge chunk of its spring budget into a Father's Day promotion as the men's apparel marketer rolls out a "Thanks Dad!" campaign. The effort, with spots across various platforms. including print, TV, radio and online. is being run by Silverlign Group in San Francisco.

The campaign is an attempt to capitalize on a Dockers.com/dad approach that started last month and solicits consumers to share "tribute stories" and photos of their fathers. "We have strategically set out to own Father's Day," says Sherri Phillips, vice president of Dockers brand marketing.

Over two-and-a-half weeks, the company hopes that more than 130 million impressions will boost its message that it offers apparel for all occasions; 50% of its entire spring ad budget is being spent in support. According to Nielsen Monitor-Plus, Dockers' first-quarter ad spend came in at $4 million, up about 270% over the same period in 2006.

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