Dockers Unique Khakis Packaging

Dockers® adds a bit of sophistication to its latest line of khakis with the help of Draftfcb San Francisco. To promote its new Alpha khakis and as a display of customer appreciation, Dockers shipped 600 online customers a pair of Alpha khakis, packaging the pants in tubes typically used for a bottle of whiskey.

 

Dockers launched its new ‘Alpha’ khaki line in August as a hybrid of the fit and durability of a pair of jeans crossed with the comfort of khakis. The khakis are offered in three different finishes—one-year Scraped, five-year Dirty and 10-year Destroyed—and it was this wide offering that gave the agency the idea to use the whiskey metaphor.

 

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