Lee Cooper has just launched its new campaign over the last few weeks. Lee Cooper has developed a branded collection based on the moods of 1968. The campaign was created by the in-house creative team of Lee Cooper in two phases, initially starting off with a teaser ad, which just showed the brand logo of a red diamond.
Sports, music, culture, environment and fashion are some of the things that form Lee Cooper’s brand image. Ameet Panchal, CEO, Lee Cooper India, said, “Lee Cooper is all about attitude. It’s about being irreverent, out-of-the-box, and definitely about being English. Our brand campaign has been designed along these lines and the Spring/Summer Collection reflects our brand personality. The individuals who fit this profile are our brand ambassadors and I am sure they will help create a movement to form the Lee Cooper cult in India. We have planned various initiatives to supplement this launch, which will roll out in the near future.”
The campaign has been carried out on print, radio and outdoor media. Amit Kothari, Manager-Marketing, Lee Cooper India, said, “The brand was making a big comeback through this campaign after a long time. It was carried out in two parts — initially through a teaser, and later through a ‘suspense-revealing’ advertisement. The campaign tried to bring out the attitude of the brand,” he said.
According to Panchal, the reason the campaign was launched was in order to build a strong brand visibility and grab mind share; build a personality of the brand; and bring to life the ‘work hard play hard’ essence of it.
Panchal added that the brand has evolved from practical work gear into an expression of underground lifestyle from rockers to punks. “In the UK, denim had always been a signature for the rebel, the tough guy, the pioneer and the independent thinker. Lee Cooper has embraced all of the above as an integral part of its positioning and identity globally,” he said.
“The Lee Cooper brand is unapologetic, independent, rebellious, straight-talking, irreverent, iconoclast, and stands for pride and integrity. Lee Cooper is all about attitude and it is this attitude which differentiates it. The objective of the campaign was to build this personality for the brand,” added Panchal.