Haggar had introduced one of the first sustainable lines of casual clothing containing an innovative fiber produced from reclaimed water bottles. While retailers and consumers were interested, sales were lagging.
To re-energize the clothing brand’s new line, we re-aligned the message around the mindset of today’s “eco-aware” customer—do the right thing, without sacrificing looking good.
We elevated the idea of sustainability from being a product attribute to being a shared attitude among core audiences. The sustainable attitude is about doing your best to make a difference in small and large ways, everyday. And, feeling good and looking good along the way.