Dickies shows off its tough, irreverent side in '874 Versus'

A customer segmentation study led Dickies toward a new campaign strategy that emphasized its America

A customer segmentation study told Dickies it needed to change its messaging. A new strategy was developed to emphasize its heritage as an American brand to help consumers better engage with Dickies.

The Data: A customer segmentation study told Dickies it needed to change its messaging. A new strategy was developed to emphasize its heritage as an American brand to help consumers better engage with Dickies.

The Offer: The “874 Versus” campaign gave away 10 pairs of 874 work pants to customers through Facebook during its first week in July. 

The Channel: Print, online video and social media highlighted the toughness, durability and classic American status of the pants brand. Consumers could also upload their own Dickies photos to the Facebook page.

The Creative: Dickies named Goodby, Silverstein & Partners its first agency of record to begin this new marketing effort. Some of the creative featured the tagline “Earn Them,” and showed characters taking on challenges while wearing 874s.

The Verdict: The campaign's gritty-looking print smartly blends humor and tough-guy bravado. The videos are even grittier and absorbing to watch. It has to be noted that the campaign has unfortunate timing as it comes uncomfortably close to recent Levi's work.