McCann creates discrimination campaign for Lee Cooper

Televisionpoint.com Correspondent | Mumbai
On the completion of a century of existence of Denim brand Lee Cooper, McCann Erickson has created a centenary campaign called Discrimination by Design aimed at youth. The firm plans to expand its product portfolio by introducing accessories and eye gear in the next six months.

But the company is using visual merchandising in its stores to attract customers. "We have devoted a substantial amount (about 8 per cent of our sales) towards our marketing campaign." said Ameet Panchal, chief operating officer, Lee Cooper, India.

The company has launched a new collection this season keeping in mind their primary segment of youngsters in the age bracket 18-25 years. The company also plans to rope in a brand ambassador, some time next year.

Lee Cooper has adopted a 360-degree approach to reach out to customers. The campaign is mostly in print with hoardings, cinemas and newspapers being the touch points.

"The reason the brand chose to opt for a print campaign rather than TV was to ensure that the image remained longer in people's minds. The attention span of television is relatively low," explained Akshay Kapnadak, creative head, McCann Erickson, the advertising agency behind the campaign.

"Lee Cooper believes in exclusivity that comes from your clothes, your style and your attitude, which is what we have tried to depict in the campaign," Akshay added.

For the autumn-winter collection Lee Cooper has tied up with Apple records to launch a collection of Beatles T-shirts, sweatshirts and bags. Apart from this, the company has launched the X-Fit Line, JCDC and Lou Dillon collection.