Dockers Packaged Like Whisky
To introduce a new line of Dockers, Draftfcb San Francisco shipped 600 online customers three pairs of new khakis in containers resembling scotch or whiskey packaging. The new khakis come in three different finishes - one-year Scraped, five-year Dirty and 10-year Destroyed
"Dockers 'Wear The Pants' Campaign is all about masculinity and there's nothing more inherently masculine than a bottle of aged whiskey," said Julie Scelzo, SVP, group creative director of Draftfcb San Francisco. "The idea came to us from the different aged finishes, which we thought would serve as a great parallel to a fine whiskey."