Joe Bloggs, the UK jeans-maker without an agency since the demise of
Woollams Moira Gaskin O’Malley almost six months ago, has picked a
Manchester shop to spearhead its return to advertising.
But the appointment of the Advertising Agency in Knutsford means the end
of the ‘everybody snogs in Joe Bloggs’ campaign that WMGO popularised.
The new agency’s assignment is limited to the current year, although a
Joe Bloggs executive said: ‘We feel the time is right for us to be
involved in advertising in a more substantial way.’
The agency’s brief includes literature and promotional videos in advance
of a cinema campaign that will end Joe Bloggs’ three year exile from
significant above-the-line advertising when it breaks in the autumn.
Budgets have not been finalised, although Joe Bloggs has never been a
big spender in the UK jeans market which is dominated by Levi’s and its
pounds 6.8 million budget through Bartle Bogle Hegarty.
For the Advertising Agency, the arrival of Joe Bloggs culminates a two-
year search for a jeans account to augment a portfolio of youth accounts
that includes MTV and Ocean Software, the computer games company. Last
year, the agency unsuccessfully pitched for Pepe’s pan-European account.
The agency’s tactic will be to emphasise the Britishness of the Joe
Bloggs product and capitalise on what it says is Britain’s growing
influence on popular culture across the world.
Duncan Slater, the agency’s marketing director, said: ‘We can’t compete
with Levi’s and nor would we want to. In the past, British jeans have
had a real credibility problem but British popular culture is emerging
as a global force and we want to tap into that.’