KingGee -- with its 1970s classic slogan: If They Were Any Tougher They'd Rust -- has a new brand positioning: You wear the Crown via agency DPR&Co.
Workwear Group, head of marketing, Jayne Willmott, says the business has made the move to speak directly to the next generation of tradie – one that is evolving in demographics, business models and across a wider variety of trades.
“You wear the Crown, is a statement that squarely shows our customers reign supreme on the worksite and beyond. Our tradies wear the crown both physically and metaphorically with KingGee – with pride, with an entrepreneurial spirit, and the unmistakable, high-performance brand mark stitched into every pocket and showcased on every boot,” says Willmott.
“After a strong period of calling on the quality and leadership of our product, this positioning looks to the qualities of those who love and support our business and also work hard each day forging new and exciting paths for themselves. It aims to reflect a sense of loyalty and pride within the trades and connects our brand to their achievements.”
Willmott says KingGee’s previous positioning established 2018 – Comfort is King – spoke to a key product attribute,
However, the bigger story to tell centres around KingGee’s setting the benchmark for high performance workwear apparel and footwear, since it first launched in 1926.
“This new positioning is an aspirational statement for our brand and directly ties into our consumer insights that reveal trades are more respected today than ever before," she says.
"And KingGee has evolved right alongside them. Naturally, we’ll continue to showcase our brand’s credentials in comfort, design, durability, fit, UV protection, and heat management technology. Because we’ve always been about helping tradies to perform at their very best."
Full service agency DPR&Co has led the strategic and creative development of the brand repositioning off the back of considerable research, examination of customer value propositions and the agency’s proprietary New Truth process.
“Over the past 20 years or so, tradies have risen greatly in society’s esteem and they’ve done it on their own terms,” says DPR&Co co-founder and executive creative director, Richard Ralphsmith.
“Today, being a tradie is a badge of honour. In celebrating this, KingGee is taking a powerful leadership stance. They’re in a unique position to do this, having supported tradies through good times and bad since 1926.
“We went through three rounds of research and undertook an intensive deep dive to land on the New Truth: KingGee has been with you as you’ve risen to the top – on your own terms.
“Then it was about taking this New Truth and refreshing our market position based on other research insights. This included showing how KingGee’s workwear performs in a diverse set of environments.”
The first iteration of the new creative goes live today (October 18) and will appear in outdoor, via subscription television networks Kayo and FOXTEL, on radio and across a raft of digital channels.
CREDITS
Creative agency – DPR&Co
Production - Emble Studio
Director- Jake Robb
Client team-
Workwear Group
Jayne Willmott
Jason Hazle
Kathryn Dawson-Lee
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