Dockers gets back to its khaki roots in new ad campaign

By

Emily Jensen

Published
Aug 31, 2017

Dockers will put the emphasis back on its khaki origins with the release of its newest campaign promoting its new Smart 360 Flex Khaki. The new ads will attempt to emotionally connect with male consumers.

 
The “Always On” campaign makes its debut on Friday with both print and video advertisements. Created by FCB West, the new ads are meant to be humorous and light-hearted takes on classic khaki, with taglines such as “pants that turn one night into a weekend,” and “pants that show your boss who's boss.” In addition to reintroducing khakis to a younger market, the ads will also promote Dockers new Smart 360 Flex technology, which offers four-way stretch both vertically and horizontally.
 
Dockers has struggled with sales in recent months, despite an increase in sales for its parent company, Levi Strauss. The 30-year-old brand has especially struggled with slow sales across department stores as a whole, where it used to have a strong presence. According to the brand, the new ad campaign is a chance to remind the public of the label’s roots as a khaki brand.

The new “Always On” campaign will run across television, cinema and digital channels in both the United States and internationally.