Challenge
Wrangler celebrated its 70th birthday with the dual goals of honoring its storied legacy and connecting with a younger audience drawn to retro trends. The challenge was to create an engaging digital experience that showcased Wrangler’s history while spotlighting its anniversary collection, seamlessly blending nostalgia with modernity.

Discovery
Wrangler’s rich history provided a treasure trove of vintage campaign photography and classic advertising materials. RetroFuzz identified an opportunity to craft a multi-faceted digital experience that combined the allure of these historical assets with a shoppable experience for the anniversary collection. By incorporating performance marketing, SEO, CRM, and digital analytics into the planning stage, RetroFuzz ensured the campaign would resonate widely while delivering measurable results.

Approach
RetroFuzz developed a dedicated microsite that served as both a digital archive and a celebration of Wrangler’s legacy:

  • Part Lookbook, Part Archive, All Things Wrangler: The site showcased Wrangler’s 70-year history with carefully curated vintage photos, ads, and campaign materials, offering users a nostalgic yet fresh perspective on the brand.
  • Shoppable Integration: Highlighting products from Wrangler’s anniversary collection, the microsite included direct links to the eCommerce platform, making it easy for users to explore and purchase featured items.
  • Collaborative Execution: RetroFuzz collaborated with teams in Performance Marketing, SEO, CRM, and digital analysis to shape the campaign strategy, ensuring cohesive planning, execution, and reporting.

The New Solution
The 70 Years of Wrangler microsite became a vibrant celebration of the brand’s legacy, designed to connect with a younger, trend-conscious audience. Key features included:

  • A visual storytelling approach that paired retro-inspired designs with historical campaign imagery.
  • Interactive elements that allowed users to explore the brand’s history while engaging with shoppable products.
  • A focus on driving traffic from various digital channels to the microsite, aligning brand storytelling with conversion goals.

Results
The campaign successfully brought Wrangler’s legacy to life while engaging a new generation of consumers:

  • Increased Audience Engagement: Wrangler’s younger audience connected with the brand like never before, interacting with the microsite and its retro-inspired design.
  • Industry Recognition: The campaign earned widespread acclaim, including a four-page showcase in .Net Magazine, which highlighted the creativity and innovation of the project.
  • Boost in Sales and Visibility: Shoppable links and seamless integration with the eCommerce platform ensured the campaign translated directly into increased traffic and sales.

Conclusion
The 70 Years of Wrangler campaign exemplified how a brand’s heritage can be leveraged to captivate both loyal and new audiences. By combining storytelling, retro aesthetics, and cutting-edge digital strategy, RetroFuzz delivered a campaign that celebrated Wrangler’s legacy while driving measurable engagement and sales.

This project highlights the importance of blending nostalgia with modern technology to create experiences that are as timeless as the brand itself. Wrangler’s 70th anniversary celebration wasn’t just a look back—it was a powerful step forward in connecting with a new generation of denim lovers.