PROPERTY: DIESEL JEANS TIMELINE: SS18-FW18 CAMPAIGN: DARE TO BE DIESEL
To convince trendsetting grunge and normcore American Millennials that Diesel will add edge and sex appeal to any outfit because Diesel has ever-evolving, experimental collections.
Audience Our Diesel daredevils are modern-day, urban-made wrecking-machines. 18-24+ Upper middle class+ Young, wealthy trendsetters seeking cool factor Upscale and sophisticated trailblazers with a strong self-image (fashion forward influencers, celebrities, bloggers, YouTube creators) Urban areas throughout United States
Competitors Category-specific: Trending jeans brands from fashion influencers: True Religion AG Levi s Madewell Lucky Jeans Armani G-Star Guess Source: Google Trends related queries
Current Brand Positioning Diesel has run shocking, bizarre, irreverent, flippant campaigns since the 1990s. Previous campaigns: FW16: #ForSuccessfulLiving SS16: Every Online Obsession FW15: Decoded by Diesel; 2014: #DieselReboot 2013: Tribute, The Pre-Internet Shoe, Diesel Days to Live; For Successful Living; Global Warming Ready; Be Stupid
Current Consumer Mindset Favored by males into hip-hop street style, but also some of the fashion-forward shopper of both genders. Diesel isn t top of mind for our American Millennials, who see Diesel as outdated, off-trend, overly sensational and tacky. Diesel can increase market share by addressing these consumers and turning them into Diesel buffs.
New Consumer Mindset Diesel has a wide range of original styles and fits to suit every whim. Diesel jeans are where functional meets sensational. Our denim is inherently iconic a status symbol, from style to fit and quality. This campaign will reintroduce Diesel s most diverse collections to newfound trailblazers.
Why buy? Diesel s the cool factor that grows with you. We re fashion-forward denim for the forward-thinking. Our dead cool styles mystify and redefine while our legendary collections push the limits of fashion to the vanguard. This campaign will reintroduce Diesel s diverse collections to newfound trailblazers. Look no further, hip boys and girls we re the wildest denim in the world, and we ve got what it takes to make you go global.
Big Idea
Unique Selling Proposition A denim staple, culturally driven since the 90s. Diesel has a wide variety of styles, from street to sexy. Decent quality. Many acid washes and various denim finishes available.
Brand Persona Diesel is for the young ones in relentless pursuit: the defiantly bold, brazen, and innovative. Diesel is denim wear for the raging, reckless, and misunderstood. A true Diesel head is a drifter with an appetite for adventure. She s the most dedicated rebel, and he s the most metamodernist move-maker.
Tone of Voice Diesel is audacious, flirty, and irreverent.
Designer Jessica Mendez
Designer Rebecca Shumway
Digital Concept Six-second YouTube experience. #TheDieselWay smart filter. GIF-style videos of explosions behind models in slow motion will provide a visual break away from many of YouTube s overly produced ads. Feed IBM Watson Diesel s Rules 1-49 and #TheDieselWay. Develop an algorithm analyzing a user s social feed. The end result? A snazzy filter that sums up each one of our diverse, Diesel-minded daredevils. Brevity allows the visuals and headline to sink in before the user clicks to skip.