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Dockers Packages Pants As Whiskey

The pants maker shipped its new line of Alpha Khakis in cardboard tubes similar to those used for whiskey.

Nestor Bailly, PSFK
Nestor Bailly, PSFK on December 13, 2011. @NKBailly

To promote the new line of Alpha Khakis as inherently masculine and desirable, pants maker Dockers sent 600 of its online customers a surprise present: 3 pairs of pants packaged like whiskey bottles.

Based on a concept from communications firm Draftfcb San Francisco, the whiskey-metaphor packaging was inspired by the three types of finish for the line; scraped, dirty and destroyed, which simulate 1, 5 and 10 years of wear, respectively. Arriving in limited-edition boxes, the uniquely packaged pants are both smart promotion and cool customer appreciation. The recipients’ sizing information was collected from the Dockers customer database, to make sure their new pants fit.

Julie Scelzo, SVP, group creative director of Draftfcb San Francisco, said of the promo,

“Dockers ‘Wear The Pants’ Campaign is all about masculinity and there’s nothing more inherently masculine than a bottle of aged whiskey. The idea came to us from the different aged finishes, which we thought would serve as a great parallel to a fine whiskey.”

Dockers has had innovative promotions and freebie competitions before, such as their Facebook-photos-as-slot-machine screenshot contest earlier this year.

Dockers

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