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B&T > Advertising > JAG gets back to its rock roots
Advertising

JAG gets back to its rock roots

Staff Writers
Published on: 4th March 2013 at 12:49 PM
Staff Writers
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Jeans brand JAG has kicked off a brand relaunch in its biggest campaign to date: ‘Get Back’.

The strategy, led by creative agency Bashful, launches with a music video by Ruby Rose and Paul Mac to express JAG’s new style. Rose has recorded the Blondie anthem ‘One Way or Another’.

The rebrand will encompass a new logo, packaging, retail look, ambassadorship and multi-channel ad campaigns.

Ty Robinson, marketing manager for JAG, said: “We felt it was time for JAG to get back to its roots, combining the energy and inspiration of the label’s inception in the 1970s with the experience and extensive credentials as a denim-based brand over the last 40 years. Ruby Rose is a perfect fit. Ruby embodies JAG’s cutting edge rock chic denim positioning and will fast-track the brand back to its credible beginnings.”

Simon Bookallil, CEO of Bashful, added: “’Get Back’ is more than just a campaign – it’s an attitude, and comes with a complete relaunch of the brand from product, through to digital presence and point-of-sale.”

The music video was filmed in Sydney, directed by Peanut and with production by Heckler. PR for the campaign is by Tailor Maid Communications. 

http://www.youtube.com/watch?v=hPGKhl_YjYI

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Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

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