In the 1970s, more Australian kids wore a pair of AMCO jeans than any other brand. Now the jeans are being re-launched and the iconic jingle “Every AMCO tells a story” has been replaced by the catch cry “Where have your jeans been?”
A new advertising campaign by Hurricane Advertising and Marketing will consist of print and shopalites and will roll out in October, supported by PR and promotions from Porter Novelli.
To mark the re-launch the brand has teamed up with a number of up and coming Australian sports stars. Daniel Giansiracusa and Jordon McMahon from the Western Bulldogs and Jamie Soward and Stuart Webb from the Sydney Roosters are the new ‘faces’ of AMCO Jeans.
Marketing manager of AMCO owner Boydex International, David Kanahoff, said the brief for the advertising campaign was to encapsulate the sporting heritage of the brand, while ensuring appeal to a whole new group of consumers.
“We wanted to target young, fit Aussie blokes who like the look of a fashionable jean but are also motivated by the fact AMCO jeans won’t set you back $250,” he said.
The new range comes in three styles and will be sold through Kmart stores and selected independents nationally.
